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NBC Universal, TiVo announce partnership deal

TiVo and NBC Universal (NBCU) announced Nov. 27 an agreement that will advance the network’s interests in viewer interactivity and give sponsors a means to better research audience viewing habits as they are influenced by TiVo DVRs.

The multiyear strategic partnership will leverage NBCU brands and allow them to conduct advertising, promotional and audience research using the company’s DVRs.

As part of the agreement, NBC Universal's 14 TV networks and 10 NBC owned-and-operated TV stations will be able to sell TiVo Interactive Tags in combination with other NBC products and will subscribe to TiVo's Stop||Watch second-by-second commercial ratings service.

As part of the agreement, NBC Universal will offer advertisers the ability to purchase TiVo's Interactive Tags in conjunction with other NBC advertising products as a way to enhance their campaigns on NBC broadcast and cable networks and TV stations. The tags allow viewers to click on an icon when watching a commercial to get more information about that advertiser and then return to the exact place they exited viewing.

Tags also provide advertisers with a way to reach live, time-shifted or fast-forwarding viewers and to present the opportunity for viewers to make opt-in requests for more information. NBC will also be able to offer its advertisers detailed reports on the results of campaigns that include TiVo Interactive Tags.

NBC Universal will also begin using TiVo Record Tags in its on-air promotions.