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TiVo Applies Personas to Target Ads

TiVo announced that it plans to offer the first television-based advertising search solution in Spring 2006. Leveraging TiVo's television search capabilities that enhance the TV viewing experience, the new product will deliver relevant, targeted advertising to subscribers that want to view particular advertising categories.

This new advertising approach presents an opportunity for TiVo service subscribers to search for relevant information on products or services that match their needs. The heightened viewer experience that the new offering is intended to provide will deliver non-intrusive, relevant, interactive advertising, on a opt-in basis. TiVo subscribers, if they choose to use the search capability, will retain control over their viewing experience through the creation of a "viewer contributed profile" via the set-top box that will enable them to receive advertisements based on their interests.

"TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers," said Tom Rogers, President and CEO of TiVo. "TiVo intends to capture the best of the Internet advertising model and create a unique advertising product for the television medium that will provide measurable results. TiVo is committed to working with our advertisers, their agencies and our cable partners to develop new and innovative advertising solutions," said Davina Kent, Vice President, National Advertising Sales.

"We recognize that consumer media usage is changing and are committed to seeking out opportunities, like the new search product to be offered by TiVo, to continue to deliver our clients with maximum return on investment in their media choices," said Mark Rosenthal, Chairman and CEO, Interpublic Media, which oversees Interpublic's worldwide media operations, including Initiative, MAGNA Global, Universal McCann and a number of leading specialist media agencies. "In the rapidly evolving era of permission based marketing the ability for consumers to deliberately seek out long-form advertising is a huge boon for both advertisers and viewers."

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