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.
