Hollywood Reporter: TiVo fine-tuning its commercial strategy

A Hollywood Reporter look at Tivo's ad offerings shows the beginnings of a useful business model, but the company appears to be still in the experimental mode, just finding its bearings. Already the company is getting about 10 percent of its revenues from advertising deals - one of which includes a Disney spot that lets viewers choose to see an additional seven-minute long form commercial if desired. The company is also working on pop-up ads that would appear while people are fast forwarding through commercials at 60 times normal speed.