Engadget points to a Business Week article about TiVo trying new ad models different from the banner that pops up in the fast-forward mode. For Sony Bravia next month, TiVo will offer ads with multiple endings, interactive fiction style, some targeted at men and others at women (the idea belongs to McKinney & Silver). "Sony is even hoping that by offering 12 possible endings for its ad, viewers will be curious enough to watch them all."
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