NEW YORK: News Corporation is mulling a joint-venture with US personal video recorder pioneer TiVo for a new set-top box which could insert updated ads into its Fox network shows watched days after they are recorded.

Recent data from Nielsen Media Research estimated that 17.2% of US households have a DVR, and this venture could placate marketers concerned about ad-skipping.

Comments Scott Haugenes, svp and group director of Interpublic Group's Initiative media agency: "When it comes to time-sensitive advertisers like retailers and movie studios, they have an immense concern about when people watch their ads."

Data sourced from Wall Street Journal Online. additional content by WARC staff