TiVo expands via US cable co-operative
US personal video recorder pioneer TiVo has agreed a deal to supply its technology to members of the National Cable Television Co-operative (NCTC), a US group that boasts more than 1,100 member companies.
The deal was seen as boosting TiVo's links with small and mid-sized cable firms, and potentially spreading its PVRs to an additional 14m homes.
NCTC president Michael Pandzik said TiVo's PVR was "undeniably best-in-class". "We know that the way consumers watch and access home entertainment has evolved because of TiVo and believe that through our partnership, we will help our member companies provide the technology that enables customers to watch what they want when they want on TV."
Brodie Keast, executive vice president and general manager of TiVo's consumer division, said: "We continue to work with cable operators to develop and support their customers' interest in TiVo. This programme with NCTC, which reaches hundreds of operators touching millions of customers, provides a very fast way to get TiVo into the hands of millions of cable subscribers."
Meanwhile TiVo announced five leading brands had agreed to use its new direct response advertising solution. TiVo has come under fire from advertising agencies because its technology allows viewers to fast-forward their way through commercials, prompting fears that the traditional 30-second spot ad has a limited shelf-life.
Last November TiVo unveiled a strategy which seeks to address those fears. The solution overlays commercials with static 'tags' while they are being fast-forwarded. The tags feature logos and information on items being promoted. By clicking on them, TiVo subscriber can respond directly to the advertiser.
TiVo said Ameriquest, E*trade, Nautilus, Novartis, and Tylenol had signed up for the solution.
Dave Courtney, products and services chief at TiVo, said: "TiVo provides the only DVR platform to effectively enhance TV advertising using an interactive lead generation programme.
"TiVo is committed to providing our advertisers with the information they need to know about what type of content their target audience is voluntarily viewing and what types of interactive advertising features can enhance their advertising messages."
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