The makers of TiVo, the original digital video recorder, is starting a research division which will analyze how its users watch TV, and sell the information to advertisers. Unlike many DVRs, TiVo keeps track of everything a user watches and reports back to the company. Advertisers are interested because the research “could help them understand how to get more people to watch recorded commercials, like changing the content of ads or running them during certain kinds of programming.”