TiVo Inc. announced it has signed an upfront advertising agreement with Interpublic Media, which oversees the media services operations of the Interpublic Group of Companies, including Initiative, MAGNA Global, Universal McCann and a number of other media agencies.

Through the multi-million dollar deal, TiVo will offer interactive advertising to viewers as they pause television programs on TiVo digital video recorders.

"TiVo is pleased to have Interpublic Media as the first major advertising holding company to sign an upfront deal. This agreement further validates our commitment to the advertising industry and presents an opportunity for all of Interpublic's clients to leverage TiVo's DVR advertising to reach an attractive demographic," says Tom Rogers, president and CEO of TiVo.

The agreement was handled through Interpublic Media's recently launched Emerging Media Lab.

"Interpublic Media is committed to seeking out new opportunities to deliver maximum results for our clients, with return on investment for their media choices," says Mark Rosenthal, chairman and CEO, Interpublic Media. "Signing an upfront commitment with TiVo not only provides our clients with preferred pricing, but also provides us the opportunity to participate in the development and rollout of new advertising products."