TIVO REPORTS OSCARS VIEWING BEHAVIOR

Julia Roberts Most Paused; Anti-War Remarks Most Replayed

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NEW YORK (AdAge.com) -- The war-related comments by Oscar winners Michael Moore and Adrien Brody were the most
Photo: AP
The most freeze-framed image of the Oscars was of Julia Roberts walking onstage. Did viewers want to study her dress?
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replayed part Sunday's Academy Awards broadcast, according to TiVo, the personal video recorder technology company.

Most paused
The single most paused or freeze-framed event of the live show was the stage entrance of presenter Julia Roberts.

Most rewound
In a post-event report on the behavior of its more than 600,000 subscribers, TiVo reported that the speeches by Mr. Moore, best documentary winner, and Mr. Brody, best actor winner, were the most rewound and replayed segments of the program.

Mr. Moore, who won for his film Bowling for Columbine, used the podium to angrily criticize the war and the president, punctuating his remarks by shouting "Shame on you, Mr. Bush." Mr. Brody, who won for his performance in The Pianist, presented tearful remarks gently critical of the war.

War breaks?
TiVo also reported that viewership dropped off heavily during commercials in the Oscars show, but speculated that this was because viewers were using commercial breaks to tune into other sources of news programming to follow the dramatic events of the war in Iraq.

The measurement of audience behavior was based on a review of 10,000 of TiVo anonymous subscribers' viewing patterns during the broadcast.

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