Tivo and Omnicom form advertising partnership

Omnicom Group in New York is poised to become the first advertising group to form a strategic partnership with the time-shifting recording box TiVo, testing methods of advertising using the new technology.

TiVo, which launched in the UK last week, will work with Omnicom agencies to test advertising that can harness TiVo's time-shifting technology, and in return will offer Omnicom's client base discounts on the use of such advertising.

TiVo's chief programming officer and VP for advertising and media partnerships at TiVo in California, was reported saying, "The point of this is for agencies to work with us, to experiment with and get a better understanding of the new advertising and marketing techniques we will develop."