TiVo has launched its next generation interactive advertising technology solution with campaigns from GM and The WB. The new features include:

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-- Enabling advertisers to insert a customized call to action or branded "tag" in their commercial, replacing the generic ad tags previously used by TiVo's advertising clients;

-- Ensuring advertisers' traditional TV spots will be more visible in TiVo homes, whether viewed in normal play or fast forward mode;

-- Enhance the TiVo customer's experience by allowing them to select the tag and "telescope" from the traditional 30-second ad while pausing their program to view long-form content, requests for information, or recording opportunities which will enhance the viewing experience;

-- Providing advertisers with the ability to receive leads directly from their TV spots, with the viewer's consent, so advertisers can track leads to conversion and ensure a qualified ROI;

-- Additional data for advertisers to gain a better understanding of the effectiveness of TiVo's proprietary tagging feature, the strength of their creative executions, and the efficacy of their television media buying strategy.

GM is also extending its partnership with TiVo and will be the first car manufacturer to use TiVo's new customized tags for its OnStar, GMC, Chevrolet, and Saturn brands. Using TiVo's new tagging technology, viewers will be able to instantly access additional promotional footage and request information directly from GM.

GM's General Director, Advertising and Media Operations, Betsy Lazar said, "Having worked on various interactive advertising campaigns with TiVo over a number of years, we have had great success. We look forward to our potential customers having the ability to learn about our product in more detail than ever before. This is a step forward in allowing consumers to shop and discover the GM portfolio of products in a revolutionary new way."

In addition, The WB will be TiVo's first television network partner to utilize the new TiVo custom record tags. The network will use the new technology in conjunction with promotional spots for upcoming WB shows. By pressing the green thumbs-up button on their TiVo remote, viewers will be able to record a single episode or the show's full season on their TiVo.