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News
TiVo Morphs from Network Enemy to Ally
Sunday, December 9th, 2007 at 3:00 PM - by John Martellaro
TiVo was once the pariah of the TV industry, a one dimensional technology company that allowed viewers to skip over commercials. Today, TiVo is remaking itself into an ally of the TV industry by adding detailed use monitoring and new product delivery services, according to the New York Times on Monday.
TiVo has always been a technology company. Even so, CEO Tom Rogers has moved to make TiVo an indispensable tool of the TV industry and has struck a high profile deal with NBC Universal and Carat to provide second-by-second viewing data and demographic rartings. The deal also emphasizes media services.
"When I got to this company two years ago, TiVo was very much viewed as a pariah within advertising circles, within network circles," Mr. Rogers said. "We aggressively went out and said, We�re going to partner with the media industry."
Now, TiVo is in discussions with other networks to duplicate the deal. The plan is to stem TiVos losses, which have been slowly declining, and return to profitability. TiVo has been engaged in a patent infringement suit against EchoStar which could net them US$90M and theyve also been working aggressively with Comcast to return the TiVo brand to Comcast living rooms.
"[TiVo was] basically a consumer electronics company with a single product, at the risk of the adoption cycle turning against them, and thats what happened," said Lee Westerfield, an analyst with BMO Capital Markets. With the new agreements, "TiVo�s strategy at the financial level is to license its intellectual property and attract revenue streams" from not only media providers but also their advertisers.
For example, the deals with Amazon Unbox amd RealNetworks Rhapsody allow customers to download music and movies directly over the Internet to their TiVos, and thats allowing TiVo to expand its coverage beyond just broadcast TV.
TiVos new business plan looks to make the DVR a welcome and intrinsic part of American entertainment and turn the once dreaded commercial skipping device into a profitable business for all involved.
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