Tivo: Selling out?

PVRblog has the details on Tivo’s decision to permit advertisers to include small banner ads when users fast forward on stand-alone Tivo models (not the DirecDVR with Tivo lineup). If an ad strikes you, you can click on it to view and ad of even have information sent to your home. From a business sense, I understand it but from the consumer perspective, this makes no sense at all.

The fast forward button no longer belongs to owners – it’s been sold to advertisers. How long before there’s a hack to disable this new “feature”?