CBS Teams Up With TiVo

"CBS and TiVo have formed a research partnership in which the TV network will use TiVo's Stop//Watch service data to help it determine how to best structure its commercial pods going forward and how it can use interstitials to keep viewers, both live and time-shifted audiences, involved during commercial breaks." - MediaWeek

I think this was a pretty smart move on CBS's behalf. The DVR industry is still in its infancy and will continue to grow in popularity with its users. The ability to record shows and sitcoms gives the user a tremendous amount of freedom in regards to time usage. They're no longer restrained to the couch just because their 'can't miss' show is on. However, this relatively new entertainment device also 'allows' the user to simply skip through the commercials.

I say 'allow', because it has been found that a majority of the users don't skip the commercials. I would imagine that those who record the shows use the commercial breaks in a similar fashion as those who watch the show as it airs; making runs to the fridge or bathroom. If I were to guess, I would imagine the real reasoning behind CBS partnering with TiVo is not to better accomodate the user, but to reassure those who spend alot of money buying the commercial spots that their ads are still being viewed. I thinkDVRs could lead to large changes in the way companies approach putting advertisements in the TV medium. Will the spots on the shows that are found to be most DVR'd fall in price (as companies fear their spots will be simply forwarded through)? Will the medium return to having entire segments sponsored by an individual company, as opposed to the several spots placed throughout? It will surely be interesting to see what will happen.