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TiVo, Amazon Team Up
Paul Bond
The Hollywood Reporter
July 23, 2008
The old-fashioned tradition of shopping from your TV
set got a booster shot Tuesday when Amazon said it had
teamed with TiVo to make the practice easier than ever.
The companies said TiVo subscribers can use their
remote controls for the so-called Product Purchase
feature to buy from Amazon products they see promoted on
TV shows or commercials.
TiVo—which transformed TV commercials skipping into
an art form—has been trying to prove its worth to
advertisers through several initiatives that include
interactive ads, but its Amazon approach is the most
direct yet.
TiVo thinks it has a hit on its hands because it
solves the problem of having to be distracted from a TV
show to buy a product. Instead, someone watching Oprah
Winfrey tout her latest favorite book, for example, can
buy it without leaving the couch and without missing any
programming.
The service works whether shows are being watched
live or recorded, though only with TiVo boxes that are
broadband connected.
It’s the second time Amazon has teamed with TiVo, the
first being an Amazon Unbox initiative that allows some
TiVo subscribers to order on-demand movies and TV
episodes to be delivered to their TiVo hard drives.
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