Shiva represented that Tivus has obtained the rights from content providers to place advertisements over their advertising. I assume he must pay for this right. Has anyone seen anything in the financials that would confirm any sort of relationship like this?
If you obtain a feed like Tivus supposedly does, you can (freely) put ads over certain spots (the term is slipping my mind at the moment). You have the free right to do this as long as it is during these time slots.
For example, Time Warner Cable actually puts their own ads on ESPN feed all the time.
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