ReplayTV drops advertiser effort

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Personal video recorder company ReplayTV, Mountain View, Calif., decided to abandon its charter advertisers program. ReplayTV will reposition on a technology licensing model. Chairman-CEO Tim O'Masters is resigning, and ReplayTV founder Anthony Wood is returning to assume that position. PVRs allow consumers to digitally record TV shows for viewing later. They also have the ability to skip over, or zap out, ads. ReplayTV was putting together a partnership with the marketing industry in which advertisers would be able to add new commercials to recorded programming. It recently announced that Universal Pictures and Coca-Cola Co. had signed on to become its first advertisers. ReplayTV VP-Marketing Steve Shannon said the company would try to develop a new relationship with Coca-Cola.

Copyright November 2000, Crain Communications Inc.

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