TiVo, the pioneer of the ad-forwarding digital video recorder (DVR) market, continues to move aggressively into the digital ad-supported video space including placing new ad insertions prior to the start of consumers’ recorded programming.

The plan follows the company’s recent announcement that it will soon launch a new ad-supported video-on-demand service called TiVo+, to go up against The Roku Channel, Vudu and others.

Writing in a blog to the TiVo commnunity Monday, Ted Malone, TiVo VP of consumer products and services, underscored a recent company disclosure that it is preparing to launch a TiVo+ video service for which he said it has secured undisclosed third-party content agreements.

He further revealed that TiVo is planning to take its ad-supported revenue generation a step further by delivering ad insertions prior to the start of playback on consumers’ video recordings.

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“Our soon to be launched TiVo+ video service will include dozens of channels of free entertainment,” Malone explained of the AVOD streaming content plans. “We have assembled an amazing set of partners as part of this service and will be evolving it in the coming months with many more channels, on-demand movies and shows and other specialty content coming as well.”

TiVo+, like the The Roku Channel, portions of Vudu and other ad-supported free movie and TV AVOD digital program distribution services, is looking to attract the rapidly growing field of cord-cutters with free alternative programming options to Subscription Video on Demand (SVOD) services like Netflix, Hulu, Amazon Prime and emerging newcomers like Disney+ and Apple TV+.

In a separate recent announcement, TiVo revealed that plans to begin placing ads at the start of consumers’ recorded TV content.

As was one of the original features of TiVo DVRs, users will have the ability to skip new the ads if they choose.

“As part of our commitment to improve the experience, we are measuring each step in the process and will be continually optimizing the ads to reduce latency and improve performance,” he wrote.

By Greg Tarr

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