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TiVo bows 'Subservient Chicken'

29 Nov, 2006 By: Erik Gruenwedel

Digital video recorder pioneer TiVo Inc. has introduced technology that allows marketers to insert advertising in user-generated recorded programming.

Called Program Placement, the service is designed to circumvent concerns by advertisers about DVR technology and the propensity of most users to fast-forward through commercials.

Alviso, Calif.-based TiVo says advertisers such as Burger King, General Motors, Mastercard, The Weather Channel and Court TV have signed on to offer so called long form content, lead generation and T-commerce to select recorded programming users have opted to include related advertising.

“TiVo now can help advertisers effectively engage a target demographic audience while substantially countering the impact of fast-forwarding commercials,” said TiVo CEO Tom Rogers.

For example, Burger King is airing promotional videos for the company's Xbox 360 video game series featuring the Burger King and Subservient Chicken.

“TiVo is for the time-starved and so is quick service dining,” said Gillian Smith, senior director of media and interactive at Burger King. “This is the perfect way to use engaging, creative content to reach a like-minded audience that is already very accustomed to personalization and convenience.”

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