Congratulations to St Luke's creatives for perfectly mirroring the advertising industry's reaction to the arrival of TiVo. Their images of wide-eyed viewers gaping at the functions of Sky's new digital video recorder could only have been closer to the mark if they started sobbing into their sofas.
However, adland would be foolish to shrink in fear of this technology. The British public might well prove cautious about a system that asks them to actively programme their viewing schedule and despite its secret adskip button, TiVo is unlikely to kill TV ads overnight, since programmes will still be viewed mainly in real time.
Perhaps agencies should step out from behind the sofa and start watching the targeting opportunities that personalised programming offers for the future.