Set-tops to redesign - not retire - DRTV

Article Abstract:

A marketing research report indicates that the emergence of set-top devices for both television and the Internet will not lead to the demise of the direct response television (DRTV) advertising industry. Instead, set-top boxes will challenge DRTV companies to dig deeper into their creative abilities, according to the report by Forrester Research Inc. Although these devices give viewers the power to block out commercials, DRTV will endure because consumers at some point will always look to commercials to find or evaluate products.

Market information - general, Media Representatives, Direct Response TV Advertising, Infomercials

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Guthy-Renker sees value of TiVo advertising

Article Abstract:

TiVo is launching its set-top boxes that contain advertisements on the hard drive. The advertisers involved in the campaign include Tuthy-Renker, Starz-Encore, showtime, IFilm and the Professional Golfers' Assn of America Tour. The commercials will become available as soon as the purchasers install the box and navigate around the internal menu. They will be erased only when new programming is stored. New commercials will be added with the production of every 100,000 units.

Marketing procedures, Motion Picture and Video Industries, Prerecorded Video Tapes, TiVo Inc.

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