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LOS ANGELES–TiVo and its distribution partner Best Buy will debut a new advertising format next week designed to encourage greater interaction between advertiser and consumer.
Announced Wednesday night at a press conference at the Charles Aidikoff Screening Room in Beverly Hills, Calif., the format allows TiVo subscribers to “opt in” via remote control for branded entertainment.
“We knew, going into this three years ago, that this was going to be a disruptive technology,” said Morgan Guenther, president of TiVo in San Jose, Calif.
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