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TiVo launches banner ads: less obtrusive?

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So it looks like TiVo's ads inserted when you fast-forward are officially launched, and they're apparently smaller and less intrusive than they were in beta testing. That's definitely a step in the right direction but jeez, isn't there a point when the lightbulb goes on and advertisers realize we're fast-forwarding the ads because… we don't want to look at ads?

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