TiVo Inc., maker of the TiVo digital video recorder, will announce on Thursday a new service to advertisers. TiVo already leads the pack in selling updated-to-the-second viewing trends to their advertisers. The Wall Street Journal is now reporting that this new service would include viewer demographics - such as age, income, marital status, and ethnicity - to their offering to advertisers.

Given frequent worries that TiVo could potentially misuse such data or violate viewer's privacy, and in the wake of announcements that TiVo will be reducing service fees and bringing back the coveted lifetime service fee, this news has made quite a stir, including discussion on TiVo Community.

Read More In: General Discussion TiVo HD & Series 3 TiVo Series 1 & 2