It seems that the increased competition that TiVo started to have in the last period of time has determined the company to make a spectacular shift in strategy. If until now TiVo was the company that made money by coming with a product that slashed ads off the TV programs, the company now introduced a feature that might make advertising companies jump with excitement.

TiVo's latest feature is called Product Purchase and allows people to buy a product that is advertised at some TV shows immediately, without having to leave the couch for a minute. To give you an idea about the process, let's say you are watching Oprah, when one of the her guests at the show starts talking about the new CD he has released. The moment this happens, a link appears on the onscreen menu, and if you decide to access it – you can do this using your TiVo remote control – you will be guided through the steps required to purchase the CD.

There are actually two possibilities you have of closing the deal. One of them is going through all the steps the moment you have accessed the link, the other one is to save the product on your Amazon account, and then come back later on and finish the transaction from your laptop or PC.

The company's partner in this endeavor is Amazon. As a result, all the transactions will take place on the e-store giant's website, and TiVo will most probably get a percentage of them also. At this moment, only books, CDs and DVDs can be advertised using the Product Purchase feature.