Indiantelevision.com Team

(29 January 2007 6:00 pm)

MUMBAI: Tivo, which creates advertising solutions and television services for digital video recorders (DVR) and US broadcaster CBS have launched a two-week Super Bowl campaign.

This will leverage Tivo's interactive advertising features to push the event and CBS' Super Monday line-up, including the new comedy Rules Of Engagement.

The Gold Star Sponsorship will feature content for the comedy and Criminal Minds and Tivo will offer a one-click record from a showcase, allowing Tivo subscribers to schedule a recording of not only Super Bowl XLI, but to also set up a Season Pass to record the entire Monday night CBS comedy line-up. This two-week campaign will air through 6 February 2007.

Throughout the duration of the campaign and capitalising on the popularity of the Super Bowl, TiVo will embed Interactive Tags to further enhance the promotion of upcoming CBS programs. Additionally, CBS will receive Tivo's Commercial Audience Measurement data to better understand how viewers are interacting with its TV spots, the Super Bowl and recording its programmes.

Tivo VP, national ad sales Davina Kent says, "We know that Tivo subscribers rewind, rather than fast-forward commercials when watching the Super Bowl, and CBS is taking advantage of TiVo's award-winning interactive advertising features to encourage this behaviour. We are excited to help CBS take advantage of the popularity of the Super Bowl to drive viewers to exclusive content and ultimately schedule recordings of their new programming."

CBS marketing group president George Schweitzer says, "Tivo has revolutionised the way consumers watch television and its subscribers are passionate about the control they have over how and when to watch their favorite TV programmes. We are excited to partner with Tivo and look forward to delivering to Tivo subscribers an exclusive, sneak peek of our new comedy, before its network premiere.

"Our goal is to make it easy for Tivo subscribers to record the Super Bowl and get a first look into our new programming. Through this advertising partnership, we have made both possible."

Designed to allow viewers to spend as much time as they want in a branded environment, while ensuring that they do not miss a second of their television programming, the Tivo Gold Star Sponsorship purchased by CBS allows for subscribers to view a sneak preview of the new comedy series