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TiVo Faces Challenge to Take PVR to the Next Level of Value

Ad Age’s editor Scott Donaton is confident digital video recorders (DVR) will reach critical mass and eventually reshape TV advertising as we know it. The question is will DVR become more than simply ad skipping, and can current market leader TiVo stay ahead of that game? TiVo’s new president, Marty Yudkovitz, a longtime NBC executive, is determined to convince advertisers and agencies that TiVo represents more of an opportunity than a threat, with targeting, “long-form content,” audience measurement and interactive capabilities. Rick Bruner posts. [via MarketingWonk.com