TiVo has unveiled plans to offer interactive adverts placed at the end of recorded programmes.

In a move designed to please both advertisers and subscribers, TiVo will allow advertisers to place a link to an interactive ad on the delete dialogue box seen by users after they finish watching a recorded programme. Viewers are therefore able to choose not to see the advert.

So far, MasterCard and The Weather Channel are among the big names already signed up to the new programme.