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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
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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.

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. Wall Street rebounded Wednesday after strong quarterly earnings from Amazon.com Inc. and Boeing...
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)
In this photo released by TiVO, Rob Glaser, left, the Founder, Chairman and Chief Executive Officer of Real Networks, hands the remote control to Tom Rogers, Chief Executive Officer of TiVo, in New York on Tuesday, Oct, 9, 2007. Tivo is adding Real Network's Rhapsody music download service through its...
In this photo released by TiVO, Rob Glaser, left, the Founder, Chairman and Chief Executive Officer of Real Networks, hands the remote control to Tom Rogers, Chief Executive Officer of TiVo, in New York...   (Associated Press)
TiVo HD digital video recorders are seen on display at Best Buy in Mountain View, Calif., Monday, Nov. 26, 2007. (AP Photo/Paul Sakuma)
TiVo HD digital video recorders are seen on display at Best Buy in Mountain View, Calif., Monday, Nov. 26, 2007. (AP Photo/Paul Sakuma)   (Associated Press)
Tom Rogers, CEO of TiVo, attends the opening bell at the Nasdaq stock market in New York on July 25, 2007. (AP Photo/Mark Lennihan)
Tom Rogers, CEO of TiVo, attends the opening bell at the Nasdaq stock market in New York on July 25, 2007. (AP Photo/Mark Lennihan)   (Associated Press)
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