TiVo Changes Tune, Plays Nice with Media
Banner ads, ratings welcome additions for network partners
By Kevin Spak,  Newser Staff
Posted Dec 10, 2007 1:13 PM CST
Tom Rogers, CEO of TiVo, attends the opening bell at the Nasdaq stock market in New York on July 25, 2007. Tivo, the maker of digital video recorders for television programs, is based in Alviso, Calif....   (Associated Press)
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(Newser) – TiVo isn’t a media pariah anymore, the New York Times reports, thanks to a series of moves to buddy up with networks it once scared. TiVo recently signed a deal to provide NBC with second-by-second ratings of programs, showing exactly which ads people are watching. It has also developed technology to help out jilted advertisers, displaying banner messages while viewers zip past commercials.

The new chumminess comes in a week of good news for TiVo, which won a $90 million patent lawsuit and then posted a lower-than-expected quarterly loss. Networks are rushing to replicate NBC’s deal, said TiVo’s CEO. “We aggressively went out and said, ‘We’re going to partner with the media industry.’”  Media isn’t just TV – the company has inked music pacts with Amazon and Rhapsody, and will license its software to computers.