TiVo just announced they will start marketing a system that details the live and time-shifted TV viewing for both programs and commercials of its 4.5 million subscribers. Just imagine what advertisers can do with this live information. It is the first time a company has offered such a service and Nielsen is also working on such a server however you have to believe that TiVo will have the technical jump on a company that gets its information from black boxes connected to TV sets.

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