TiVo to monitor data about viewer habits

April 20, 2009 TiVo says it's expanding its venture with StopWatch, a Chicago-based company that studies viewing habits for both programming and commercials--which DVR users can fast-forward through.

TiVo started using StopWatch on a limited basis in February.

It is expanding its use to gather information on as many as 25,000 TiVo users this summer.

TiVo says the anonymous data will be sold to advertisers as an additional means of revenue.

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