TiVo Shifts Business Model

TiVo executives said today in the company’s Q4 and fiscal year 2007 earnings announcement that it would “shift emphasis away from such extensive hardware subsidies and instead move toward greater advertising and brand marketing,” said TiVo CEO Tom Rogers in a financial statement. The writing’s been on the wall if you look at all the agency and brand deals made by TiVo in the past year alone. Those include Interpublic Media, WPP’s GroupM network, and Omnicom’s OMD and PHD business units. That’s in addition to brands such as GM, BMW, Lexus, Sprint, HP and Nintendo. It’s a question of inventory meeting demand. It’s also a question of how the user will view the shifting business model.

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