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Posted by: Jon Fine on November 29, 2005
Am I totally wrong here, or is TiVo’s idea to make TV ads searchable a screwy misunderstanding of what on-demand is?
TiVo’s move is based around an advertiser’s ego-move—the assumption that ads are programming. They’re not. They’re pitches. They’re come-ons. They’re the noise TiVo was invented to skip. No one is going to hit a button in order to watch a Subway ad. No one watches car commercials to research their next purchase.
I read someone suggesting that the big—only?—consumer application will be kids watching titllating beer commercials. (When I say “I read someone suggesting,” it means “I can’t find it right now.”) Of course. It’s not like there’s a thousand places to see scantily clad women on the cable (or even broadcast) dial.
TV ads are the ad industry’s closest analogue to movies. But, unlike with movies, what gratifies agency types and marketers and what gratifies audiences is not the same thing.
The media, entertainment and marketing worlds continue to shapeshift on a near-daily basis, as new forms arise and old assumptions erode. Where is it all going? No one really knows. But on this blog BusinessWeek’s media writers Tom Lowry and Ron Grover promise to provide ample helpings of scoop, provocation, and sharp analysis as they track and annotate this constantly changing terrain.