Microsoft's UltimateTV to Provide Targeted Advertising

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A new set-top box that will join four technologies -- personal video recorder, interactive television, DirecTV programming and Internet access -- has marketers waiting to experience its targeted advertising.


Dubbed UltimateTV, the set-top box is the result of a partnership among Microsoft, Redmond, WA; DirecTV, El Segundo, CA; and manufacturer Thomson Multimedia, Paris. UltimateTV will be available in retail stores by December 2001 for approximately $500 plus a monthly service fee.


Early reports indicate that the box will be able to download targeted ads and insert them into video streams based on a viewer's interests and personal information.


The box is the first in a series of set-top television hybrids that will roll out in the next year from DirecTV, Microsoft and others.

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