TiVo: Some Execs Get It, Some Don't

"Worrying about it doesn't take up too much of my day," says NBC Entertainment President Jeffrey A. Zucker. "I know its coming -- and it will be important -- but it's not coming this fall."

That's the mentality of many network executives in the face of the biggest viewing shift to hit television since its inception. It's an insane mentality especially when Yanke Group predicts one in five households will have TiVo-like technology in their homes by 2007.

Expect to see a lot more in-program, on-screen promotion and product placement as the smarter execs start to figure out how to counter attack the TiVo monster.