Tivo: Pioneering the Interactive Television



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Code : BSM0007

Year :
2004

Industry : Engineering, Electrical and Electronics

Region : USA

Teaching Note:Not Available

Structured Assignment :Not Available

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Abstract: Digital video recording, a relatively new concept, was pioneered by TiVo Inc. The concept of digital video recording eventually resulted in the emergence of the interactive television industry. But many media and broadcasting companies opposed the practices followed by TiVo, whose service allowed a television viewer not only to pause, rewind and record television shows according to the preferred schedule but also to skip commercials. Realising the potential, cash-rich companies like Microsoft and America Online (AOL) also made their foray with extended services. TiVo's future appeared to be in trouble. But TiVo survived by way of tie-ups, multiple revenues and technology licensing.

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Pedagogical Objectives:

  • To discuss how a venture capital funded firm like TiVo, turned an idea into a new industry
  • To discuss the growing competition in the interactive television industry

    Keywords : Interactive television industry; Personal television industry; Digital video recorder; Sources of revenues; Innovation Management Case Study; TiVo's manufacturing and service partners; ReplayTV; Microsoft's ultimate TV; Word-of-mouth endorsement; Marketing budget; Subscriber base

    Contents :
    » TiVo AND THE PERSONAL TELEVISION INDUSTRY
    » COMPETITION TAKES SHAPE
    » CONCLUSION


    Case Introduction >>


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