Microsoft patents DVR application to provide targeted advertising

While Microsoft isn't exactly the first name we'd guess to be associated with a new DVR tidbit, the firm has nonetheless filed a patent for "DVR-based targeted advertising." Apparently, Microsoft's idea is to eliminate the "dilemma" that DVR users purportedly face when watching shows a week or so after its original air date. Since many commercials (like weekend sales) are time sensitive, viewing last week's ads today isn't likely to do you any favors if the information is already outdated. Microsoft is hoping to come to the rescue by establishing an "advertisement data store," from which an "advertisement manager" detects when an ad is supposed to be shown and fills that spot with a current, up-to-date spot so you witness fresh plugs during old shows. Although the concept is at least somewhat sound, the folks at Redmond presumably don't spend much time surveying actual DVR owners, as they'd probably find that a good percentage of them utilize that fast forward button as much as possible, regardless of how "fresh" the ad they're cruising through actually is.

[Via PVRWire]

[pyro @ Dec 10th 2006 4:46PM]

how about a DVR that removes the ads?

[Andrew Fong @ Dec 10th 2006 4:56PM]

If they give it away for free and rely primarily on the ads for revenue, this would be pretty interesting actually. Now how about they get to working on free TV show downloads for the XBox?

[kcar @ Dec 10th 2006 5:29PM]

Leave it to Microsoft to put companies first and end-users second or third. That's their M.O. in everything they do, and it's most blatant in its DRM schemes for music.

This company will one day ride its monopoly too far and come crashing down. And everyone will cheer...

[mase @ Dec 10th 2006 5:49PM]

Long live the Tivo 30-second skip button!

[Ian @ Dec 10th 2006 6:04PM]

"Long live the Tivo 30-second skip button! "

Which button is that? The one that you have to enter a secret code in order to use? Media Center had 30 secopd skip and you don't need to use Google to find out how to use it.

[mrwhite @ Dec 10th 2006 7:38PM]

Yes, but Media Center is gay no matter how you look at it.

[Gh0sTly @ Dec 10th 2006 8:40PM]

Media Center may be gay, but MYTHtv isnt. :D

[rufus @ Dec 10th 2006 9:16PM]

perhaps they did this to PREVENT future companies from doing this and/or making it a requirement to watch their recorded channels? they cant block recording of OTA/QAM, antenna/local, channels. but they could file a lawsuit making ad revenue required for dvrs/MCE.

[Gabe Cohen @ Dec 10th 2006 9:35PM]

I'm pretty sure this will never be granted.

See here http://www.engadget.com/2005/04/06/comcast-and-tivo-want-to-insert-new-ads-into-old-tv-shows/

[Gabe Cohen @ Dec 10th 2006 9:46PM]

This seems relevant as prior art also - http://www.navic.tv/solutions/solutions_for_advertisers/targeted_video_spot_replacemen.php

[Dave Pevsner @ Dec 10th 2006 10:34PM]

I heard google's going to launch a free cable service supported by ads, similar to this style. maybe microshaft is patenting the technology to squeeze some money out of google.

[Ed @ Dec 10th 2006 11:18PM]

I think this will only benefit the shopaholics that are always buying stuff on those "one day sales".

[JackD @ Dec 11th 2006 9:26AM]

Nobody but filthy-rich content owners want this. Please die in a fire, Microsoft.

[Erik S @ Dec 11th 2006 11:16AM]

The whole point of the DVR, aside from timeshifting is to eliminate the need to view commercials. MS can suxors my balls.

[John. @ Dec 11th 2006 11:57AM]

My RePlay skips the commercials _automatically_ without needing to push any buttons at all.
TiVo sucks by comparison.

The future is commercial-free content on-demand with micropayments and/or subscription channels. The days of watching shows with irrelevant material juxtaposed in the midst of the content stream are numbered, and that number is small.

[Brandon @ Dec 12th 2006 5:51PM]

I understand that you want to skip advertisements but w/out them all your favorite shows are gone, regardless if kick out $40-90 on services per month.