TiVo has signed an interactive TV advertising deal with Royal Caribbean to use TiVo to advertise a one-hour TV special airing on the travel channel.
Although a pilot programme, the deal is being hailed as an advance in interactive and personalised digital TV viewing. TiVo users will be able to have access to additional viewing information through two-minute videos detailing Royal Caribbean's destinations.
This type of interactive advertising has been seen as the 'Holy Grail' by many in the digital TV industry, who believe that this will differentiate their industry from traditional TV in the eyes of advertisers.
Lovelacemedia | 30.09.2004