TV Advertisers Shift Strategy in TiVo Age

Since the sale of the first television set, the viewer has long been a captive audience for advertisers. But since the VCR and now TiVo, TV watchers can record their favorite shows and zoom past all the commercials. That's disturbing for advertisers, who pay for the programming on television — and they are trying to come up with innovative ads to get the audience to want to watch their commercials. NPR's Karen Michel reports.

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