Amazon.com becomes a TV star

Last week in the course of the partnership with Amazon.com TiVo launched a new product purchase feature. Now users of TiVo video recorders will be able to see in TiVo’s various onscreen menus links to buy products like CDs, DVDs and books that guests are promoting on talk shows.

TiVo is planning to offer this feature to advertisers and programmers in the following months so as to enable special function for customers to view products and order them during commercials as well as during live shows.

The initiative is in line with TiVo’s quest for upgrading its status from a creator of set-top boxes competing with copycat devices to an advertising innovator that is trying to develop advertising technologies for the television industry.