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TiVo confirms that its customers will soon see ads before DVR recordings

So much for an early experimental test. TiVo has confirmed that it plans to bring pre-roll video advertising to all customers before DVR recordings – even for customers with a lifetime subscription. "DVR advertising will be an integral part of the service," a corporate spokesman flatly said Light Reading . "We expect to complete a full rollout of all eligible retail equipment within 90 days."

Eligible Retail Equipment is TiVo Experience 4, the latest software release. If your TiVo box is up-to-date, you can expect to see these inserted commercials before your DVR show or movie is playing. However, it is also possible that TiVo expands these ads to products on TE3, so I do not feel exactly safe there.

TiVo defends this decision, which is likely to upset many customers, so that you can skip the ad once it's launched.

"We're committed to innovation that helps Our customers stay in control of how, when and what they see. Advertising is an important part of any media business and TiVo invests in new advertising experiences. We've designed our new DVR advertising units to skip ads whenever a customer clicks "skip". This is part of our ongoing commitment to providing our users with the best media discovery experience possible.

These may be Ads Skippable, but as a video released in Zatz Not Funny shows, it's a sluggish transition between pre-roll commercials and content.

Customers in the TiVo forums respond exactly as you expect, and there are a number of customers who say that they completely cancel the service and hardware as soon as they see pre-roll ads They sit down to look at something. An e-mail I received yesterday after the story became known is filled with the same feeling. "I immediately logged into my TiVo account and sent them a notification that TiVo's end is for me when they force ads for a service I'm paying for. I have been using a TiVo in the TiVo since the release of the Series II I'm currently using a Bolt Vox OTA, a mini and an old Toshiba DVD device. "Some succeed when calling TiVo customer support and requesting the ads be disabled, although I'm not sure if

Others seem willing to put up with it. "I do not want this 20-second ad, but if it helps the company that allows me to watch TV in my own time and on my terms I'm biting, "wrote forum user MScottC." I'm not going to blow my own seal on it. I'm going to protest, I'll send an email, but I will not yell that I'm TiVo for an alternate ive empty, although in reality for more than 20 years, no better alternative has been shown. "

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