"Are you the devil?" That was the opening zinger posed to panelist Mike Ramsay, TiVo chairman and CEO, in front of a room full of TV advertising executives last September. It was the killer question everyone wanted answered. TiVo's personal video recorders (PVRs) let users download their favorite shows and zip past commercials — and traditional marketers are running scared. By 2007, half of all American TV viewers will own PVRs — and 20% intend to skip ads. But even if TiVo has been devilishly effective at giving the viewers what they want — or eliminating what they don't — the...

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