Mon, July 18, 2005
TiVo and advertising—10:11 AM
TiVo has a new offering for advertisers wary of viewers fast-forwarding past their commercials: it will display an icon while the commercial zips by, allowing users to click to watch a commercial or learn more about a product.
Many TV shows, particularly on NBC/Universal stations, already have TiVo icons that flash during their ads, allowing subscribers one-click access to record the advertised program. It's a spectacular solution: advertisers feel like they have a better chance against the fast-forward button, viewers experience no greater interruption than before, and viewers can click to get more information. Some of them will; I sometimes do.
From the AP article discussing this new method:
But encouraging TiVo customers to download ads could be a tough sell, analysts have predicted. People subscribe to TiVo's service, which allows customers to make video recordings of their favorite TV shows, precisely to avoid commercials.
First of all, fuck analysts. Analysts said Apple would be broke by now. Analysts called Enron a "strong buy." Analysts eat babies. (And they're one step away from TV pundits, the scourge of the universe.) Secondly, I take issue with the characterization that people subscribe to TiVo "precisely to avoid commercials." It's a plus, for sure. But the reasons to subscribe to TiVo (or any DVR/PVR service – but don't count that as an endorsement) are time-shifting, automated recording, and vastly superior storage space vs. a VHS tape. And the reasons to subscribe to TiVo (tm) are WishLists, Season Passes, and a beautiful, user-friendly interface that's as wonderful as honey, almost as wonderful as sex – let's say, as wonderful as sex in honey.
Anyway, good for TiVo, and good for advertisers. (And, hell, good for subscribers!) Wouldn't it be nice if other monoliths of the ancient, decaying content/distribution model were so willing to adapt to the opportunities and challenges brought on by new technology? (Ahem, RIAA... MPAA...) My stock's up +0.15 today already. Bring it on!
Mark — Mon, 7/18/05 9:14pm
I'm not sure I'd enjoy sex in honey. seems sticky.