Ad-Vantage TiVo

TiVo Inc. (Nasdaq: TIVO) and Comcast Corp. (Nasdaq: CMCSA, CMCSK) are pushing ahead with another element of the software/service deal they first announced waaaay back in March 2005: DVR-based interactive advertising.

TiVo, in an 8-K document filed Wednesday, said the MSO had "accepted the initial version of the TiVo Interactive Advertising Management system for future deployment on Comcast platforms."

That says little about when Comcast might actually deploy the system, which, in an effort to reduce ad-skipping, uses demographic data to offer more targeted, relevant ads to viewers.

Comcast declined to offer any rollout details, other than to note that "it's part of the development work we're doing with them."

And it might be better served when the MSO achieves more scale with a custom version of TiVo, which, today, is offered only on Motorola Inc. (NYSE: MOT)-made set-top/DVR combos and only in the operator's New England region. (See Bells 'n' Whistles and TiVo Set-Tops Trickle Out .) Comcast is also putting a significant chunk of funding toward porting TiVo's software to the Cisco Systems Inc. (Nasdaq: CSCO) set-top environment (See Comcast Funds TiVo App Expansion.)

— Jeff Baumgartner, Site Editor, Cable Digital News

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