CBS, TiVo Team Up on DVR Research
The video recorder maker TiVo has announced an alliance with CBS Corp., in which the two companies will enter a “research partnership,” so that CBS can “measure new strategies” to determine viewing patterns.
Under the partnership, CBS will have access to TiVo’s “Stop Watch” service, which measures program and commercial ratings in real time. The financial terms of the partnership have not yet been disclosed.
“As more and more television viewers add the DVR to their home entertainment systems and make the transition from linear to non-linear viewers, we at the networks must adapt to serve both these newly empowered viewers and the advertisers seeking to communicate with them,” said David Poltrack, CBS’ chief research officer.