Archives For Advertising

DirecTV R15As Michael Buffer once said, “Let’s get ready to rumble!” DirecTV will begin pushing their own DVR next week with no guarantees, though certainly more leverage, of extending their contract with Tivo past 2007. Features of the forthcoming R15 DVR were previously disclosed on TV Predictions.

New York Times says: DIRECTV, the satellite television operator, is introducing a $30 million advertising campaign on Monday to promote its highly anticipated digital video recorder.

The campaign, created by the New York office of BBDO Worldwide, is DirecTV’s first widespread public effort to distance itself from TiVo. Of DirecTV’s 14.7 million customers, 2.3 million now subscribe to TiVo. DirecTV, which pays TiVo a monthly fee of $1.13 per TiVo subscriber, hopes those users will switch to its own service.

DirecTV’s standard DVR, originally set to be released this past June, will be introduced in late October, and another model featuring high-definition service will be introduced in mid-2006. The standard DVR will feature up to 100 hours of recordable space, compared with TiVo’s 70 hours.

DirecTV will continue to support the TiVo service without marketing it, and both services will be priced at $5.99 a month. The company’s current contract with TiVo is set to expire in early 2007. DirecTV has not said if it will continue the contract after that.

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TiVo LogoTivo continues their trend of interesting promotions. Next week they’re hosting a long-overdue funeral for the VCR in New York City. By contributing a video cassette to the casket, you’ll be rewarded with a free Tivo (and a one year service commitment).

Tivo says: As the curtain rises on one of the country’s ultimate consumer technology and entertainment shows, Digital Life, TiVo will bring down the curtain on the VCR. In a ceremony celebrating the demise of the VCR as a household necessity and commemorating the passing of this venerable, but clunky analog technology, TiVo will encourage consumers to trade in a VCR tape for a free TiVo(R) box. The event will feature a mock funeral, including an eulogy, witness speakers sharing their personal memories of the VCR and a casket overflowing with VHS tapes.

TiVo will give away hundreds of its pioneering DVR boxes while supplies last as VCR replacements to every consumer who joins in the commemoration of the VCR’s passing by “Tossing a Tape” in the commemorative casket carrying a VCR with a venerable flashing 12:00 and activating TiVo service on their free TiVo box at the “Passing of the VCR” event.

Marketing With Tivo, Dockers?

Dave Zatz —  September 24, 2005

The positive buzz surrounding Tivo is leading to some strange marketing synergies. The recent iRiver PMC deal makes sense as an option for watching Tivo To Go, but the JCPenny Dockers promotion is way out in left field.

Dockers says: Buy $100 of Dockers Men’s Qualifying Apparel and/or Accessories Between September 25th and September 28th, 2005 and Receive a Free TiVo Series2 40-Hour DVR and 3 Months of Free Service.

Tivo Advertising Campaign Stymied

Dave Zatz —  September 23, 2005

TiVo TV AdAnd I thought this month couldn’t get any worse for Tivo… First they’re hammered with bad press due to Macrovision DRM. That was followed by Metron, the company handling Tivo’s phone and web orders, folding last Friday. Little did we know Tivo had a television and web advertising campaign beginning this week.

Sadly, Tivo is still unable to receive web or phone orders. They did list a new phone number, though I received a message stating the line is out of service. 1-877-BUY-TIVO has an updated recording indicating they plan to reopen for business 9/26.

Tivo says: Sorry, but we’re unable to take your order online at this time. Please order by phone now: Call 1-800-698-3530