• by Wayne Friedman , August 2, 2005

Commercial-skipping DVR technology? You can all but forget that phrase. TiVo is now employing technology in which commercials can't be skipped over, and seven advertisers have signed on.

TiVo has made deals with a number of companies for their new technology, in which a logo, phone number, or some other "call to action" will pop up in the right-hand corner of the screen--even if users fast-forward through traditional commercials.

The new advertisers include Ameriquest, E*TRADE Financial, Nautilus, Novartis, and Tylenol. This adds to TiVo's recent signings of General Motors and The WB.

The advertisers will use the TiVo technology when their traditional TV spots air. These commercials have already been bought separately from national or local television programmers.

TiVo executives are describing the new ad messaging system as "direct response," because viewers can click on logos in the corner of the screen to get further information about the company, though they still have the option of fast-forwarding to get to program content.