TiVo

Group C10
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Control what you watch
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Fast forward through undesired commercials
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Reduced channel surfing by 31%
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Control when you watch
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Pause live TV to take phone calls
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Record favorite shows to watch at leisure
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Adapting to user preferences
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Suggest shows based on user preference
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Records shows that agreed with user preference
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Prevalence of TV in US (102million households)
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Empowers the consumer
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High satisfaction in current consumers
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72% claiming TV is “more enjoyable”
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90% willing to recommend family/friends
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Season passes to record favorite shows on TV
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Program suggestions based on instant feedback
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Lack of awareness leading to low penetration (about
0.04%)
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Major challenge of changing consumer habits
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Required extensive explanations and in-house
demonstration to customers
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High turnover in salesperson leading to ineffective
training programs
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Variance in sales pitches
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High levels of exposure even for early adopters
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Seen as a costly alternative
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As a threat
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Networks lose control over prime-time revenues
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Loose a chance to promote shows by apt timing
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Loss of brand value of network
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As an opportunity
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Networks could tie-up as programming partners
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Growth of personal TV would imply more consumer time
spent in front of TV
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As a threat
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Conventional basis of audience reach not valid
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Viewers would mostly skip ads
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As an opportunity
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Personalized ads based on previous views
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Track audience based on who recorded shows
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Pre-loaded ads for viewers during installation
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Target the early adopters
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Focus on ability to pause live TV
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Ability to record 30 hrs TV content
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Highlight TV recommendations based on instant
feedback
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Ability to skim through advertisements
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Introduce uniform sales pitch
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Reduced prices
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Cater to wider market
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Tie-up with advertisers to gain revenues
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Look for equity partnership with networks
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Reduce focus on “Network Executive” ads
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Would eliminate alienation on networks
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Tie-up with AOL to provide value added services
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Focus on raising awareness and advantages