TELECOM Digest OnLine - Sorted: Comcast Eyes Advertising System for DVRs

Comcast Eyes Advertising System for DVRs

Monty Solomon (
Tue, 5 Apr 2005 23:37:38 -0400

SAN FRANCISCO (AP) -- Comcast Corp. is working with TiVo Inc. on an
advertising system that will insert new, updated commercials into
already-recorded programs, the company said.

Comcast Chief Executive Roberts told cable executives late Monday
that under such a system, programs that were recorded weeks ago on a
TiVo digital video recorder would have their old commercials replaced
with new ones.

The system could also take into account viewer patterns to make ads
more targeted and relevant, Roberts explained.

Philadelphia-based Comcast, the country's largest cable company,
announced last month it would start offering TiVo's DVRs by 2006.

The new technology could help make DVRs more palatable to TV
networks, which are concerned about losing advertising opportunities
because DVRs allow viewers to fast-forward past commercials in
recorded shows.


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