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Quick Hits: Can Advertising Flourish in TiVo Age?


Brief scrutiny of today's headlines

Product placement and other alternative forms of advertising are taking hold in today's changing media landscape. Virtual worlds like Second Life offer advertisers the opportunity to reach potential nerds customers in new ways. Meanwhile, digital recording devices like Tivo (TIVO) are wreaking havoc on traditional advertisements.

So NBC (GE) is reaching back in time for new strategies to boost advertising revenues. The New York Times reports the first attempt will be two TV movies to be released under the banner "Liberty Mutual Presents." The model harkens back to a time when spots aired ahead of TV shows and brands sponsored entire broadcasts. Series like the "Colgate (CL) Comedy Hour," "Kraft (KFT) Television Theater" and "Dinah Shore Chevy (GM) Show" followed this format during the medium's formative years..

Those without TiVo are hoping HeadOn, which instructs viewers to apply the product directly to their forehead three irritating times, signs on as a sponsor so the campaign's exposure is limited to one airing per broadcast.
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