Satellite broadcaster Sky Digital will next month run a £6 million ad campaign promoting TiVo, a contentious new video recorder with the ability to automatically pause recording during commercial breaks.

Advertisers and agencies are not euphoric at this latest technological marvel, which they fear could achieve widespread take-up and erode the effectiveness of their TV campaigns.

However, two agencies seemingly unworried by the TiVo threat are St Luke's and Universal McCann, respectively the creator and media buyer for the Sky campaign.

US-owned TiVo has partnered with Sky to enter the UK market and the duo will share the revenues. It will be available to viewers as an add-on to their monthly subscription.

TiVo will also generate personalised programming schedules by monitoring each user’s viewing pattern..

News Source: CampaignLive (UK)