TiVo to launch advertiser channels

TiVo, the disc-based personal video recorder which allows viewers to record TV programmes without the need for a cassette, is to offer advertisers the chance to launch their own channels.

The initiative is one of the three new options that Andrew Cresci, vice-president of TiVo UK, will be speaking to advertisers about during the summer.

Companies will be able to produce their own footage showcasing products, for a channel which can then be updated on a monthly basis.

Advertisers will also be given the opportunity to tag ads so that if viewers want to learn more about the product they can click through to a pre-recorded video by using a “thumbs up” button.

They will also be offered spots within the half-hour weekly programme round-up to advertise, or highlight programming which they have funded or sponsored.

The move comes as TiVo unveils new global subscriber figures of 189,000 for the year ending April 30. In the UK the service is thought to have signed up more than 5,000 subscribers.

The service, which was launched in partnership with BSkyB in the UK last year, will be supported by a new &£4m advertising campaign through Bates UK.