ARM was originally designed to offer advertisers second-by-second data and analysis on DVR viewing of advertising content, but TiVo also records all the data on fast forwarding and will be able to present this in a court of law showing that it was merely supporting a consumer behavior that was entrenched.
TiVo also has its audience research and measurement (ARM) technology in its arsenal. Then, while watching a flagged show, viewers can click the D button to activate SkipMode. By this, we assume TiVo means that SkipMode requires human involvement instead of programmatically reading signal meta-data and automatically evading ads, a team of staff will view the top 20 networks, from 4pm to midnight, to flag the beginning and end of ad breaks. It may sound like TiVo is entering dangerous territory, however, TiVo says its own ad-skipping feature complies with the law as it is essentially a more efficient way of fast-forwarding. Dish eventually agreed to make its ad-skipping feature available a week after the original broadcast for CBS and three days after the air of ABC content. Yes, it sounds virtually the same as AutoHop, which quickly came up against legal barriers in the form of Disney’s ABC, CBS, NBC, and Fox, claiming “unauthorized use”, and is partly responsible for the demise of TiVo’s old rival, ReplayTV, many years ago.Ī potential advantage for TiVo is that when Dish did this, it was also a broadcaster which had to negotiate for retransmission rights with each of its antagonists, hence the accusatory networks threatening to scrap Dish’s ability to broadcast their shows. If you missed it, TiVo’s new Bolt set top has some interesting new features and most notably, aside from its crooked shape, is “SkipMode” – the ability to skip entire sections of ads with the press of a button.
Let’s make no bones about this, US national broadcast channels NBC, CBS, Fox and ABC, just have to sue TiVo over its new ad-skipping feature, just like they tried to with Dish’s DVR AutoHop – although TiVo might have a few defensive tricks up its sleeve.
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