TiVo Inc.: Tivo, Tv Your Way campaign

Ed Dinger

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc.

TiVo Inc.: Tivo, Tv Your Way campaign

Ed Dinger

OVERVIEW

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising agency based in San Francisco. The firm's tasks were to build brand awareness for the difficult-to-describe device and to begin transforming TiVo from something reserved for technophiles into a consumer product with mass appeal. TiVo was also keen to establish a dominant market share to gain leverage over its chief rival, ReplayTV, and to thwart the aspirations of potential...

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