TiVo Ad Hits Too Close to Home for CBSCBS got its way when the network rejected a 30-second ad promoting personal TV service TiVo, with the tagline, "TiVo, TV your way." The TiVo spot was intended to run July 5 on CBS during top-rated "Survivor" as part of the company’s national advertising campaign to "promote better television viewing." Goodby, Silverstein & Partners created the $50 million campaign, which will encompass TV, radio and print media.But CBS dropped the ad--which depicts a network TV programming exec being tossed from a building under a voiceover that says, "Program your own network. TiVo, TV your way"--because, a CBS spokesman said, it "disparaged the network TV business."As Brodie Keast, TiVo's vice president of marketing and sales told the Hollywood Reporter, "I guess these guys can't laugh at themselves."But all is not lost, as CBS, which owns an equity stake in TiVo, will air other TiVo ads. TiVo officials say that the commercials are scheduled to air on affiliate stations in six markets--New York, Los Angeles, Chicago, San Francisco, Atlanta and Dallas--and cable networks nationwide.Founded in 1997, TiVo is a subscription service that allows viewers to digitally record television shows without videotape, which play via a TiVo-enabled recorder, also designed and developed by TiVo.--Anne Bergman