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TiVo-Amazon Deal Offers Onscreen Buying

DVR pioneer aims to create 'underpinnings of a future business model for TV'

By Clay Dillow,  Newser Staff

Posted Jul 22, 2008 10:28 AM CDT
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(Newser) – TiVo and Amazon have teamed to introduce a “product purchase” tool that will allow viewers to buy the products being plugged onscreen, the New York Times reports. Soon, when Oprah Winfrey plugs a book or David Letterman talks up his musical guest, TiVo customers will be able to order said book or CD onscreen via Amazon.com accounts.

As the use of digital video recorders grows, “the majority of commercials in home will be fast-forwarded through,” TiVo’s CEO said. “It is critical that there be a form of advertising and a transactional solution that underpins the DVR.” But with TiVo serving just 4 million customers, “if it doesn’t get beyond that base it remains nothing more than a curiosity” to advertisers, one analyst says.

Dazzled by J-Lo's Late Show performance? Just press purchase on your Tivo remote and Amazon will send you the album.
Dazzled by J-Lo's Late Show performance? Just press purchase on your Tivo remote and Amazon will send you the album.   (AP Photo/CBS, J.P. Flio)
Tivo's set-top box has gone from TV ad disruptor, allowing fans to fast-forward through commercials, to on-screen purchasing tool, allowing users buy products they see advertised immediately.
Tivo's set-top box has gone from TV ad disruptor, allowing fans to fast-forward through commercials, to on-screen purchasing tool, allowing users buy products they see advertised immediately.   (AP Photo)
Like Oprah's book club pick? Avoid that inconvenient Internet and order it right on your TV screen. Tivo's new deal with Amazon allows users to purchase the products being pushed on screen.
Like Oprah's book club pick? Avoid that inconvenient Internet and order it right on your TV screen. Tivo's new deal with Amazon allows users to purchase the products being pushed on screen.   (AP Photo)
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Have TiVo and Amazon taken advertising too far?
CNET

Amazon, behind the pack, debuts streaming TV and movie service
Washington Post

 
television • advertising • DVR • TiVo • TV advertising • Amazon.com • conspicuous consumption

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