Alviso, Calif. - CBS (NYSE: CBS) announced on Thursday that it has entered into a research partnership with TiVo (NASD: TIVO), and will subscribe to the company's StopWatch DVR ratings service, which provides second-by-second measurement of program and specific commercial ratings for both live and time-shifted viewing. NBC Universal also subscribes to TiVo's StopWatch. "TiVo...offers us the opportunity to analyze television viewing behavior and develop strategies to maximize the impact of our advertisers' messages and product placement arrangements in this new non-linear viewing environment," said CBS chief research officer David F. Poltrack.

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