TiVo

Challenge

Introduce the Future of Television, Make Friends with Television Networks, Make TiVo a Household Name – And Do It All with Only a PowerPoint

  • The VCR was the top dog of home consumer electronics for on-demand video
  • Negative preconceived notions about past failures of “on-demand TV” abounded in the media and industry analyst communities
  • Consumers were wed to the nightly television schedule despite the fact that is was often hard to find desirable programming even in a 500-channel universe
  • Concept of “time shifting” shows was unheard of and potentially frightening to networks, advertisers and potential content partners
  • Networks highly protective of primetime lineup and associated advertising revenues
  • Ability to demonstrate key features of TiVo's DVR was roughly 12 months away

Approach

  • Develop diverse strategies for diverse audiences – one size did not fit all
  • Develop cascading external communication approach to launch and relaunch concept and storyline in a planned and ever-evolving fashion to different audiences and media categories
  • Create validation for DVR concept in diverse forms to overcome lack of demonstrable product
  • Develop “program within a program” geared toward education of the networks on benefits of DVR to their bottom line
  • Sell the future and communicate milestones in print to make company and DVR concept “real” for disbelievers

Results

  • Demonstrable positive bottom-line business impact for company with networks, consumer-electronics partners and other required stakeholders
  • Significant inroads with networks and allayed concerns leading to tangible business benefits of content availability and partnerships
  • First-mover status in market and won mindshare battle in early skirmish with competitor Replay TV
  • Nearly two years of major ongoing mass media coverage in numerous categories ranging from national business (Wall Street Journal, USA Today, BusinessWeek) to network television (CNN) to lifestyle (GQ, Playboy, Rolling Stone) and vertical publications serving the entertainment industry
  • “Suspension of disbelief” by key influencers surrounding capabilities of TiVo and DVR concept and avoidance of negative coverage despite previous negative preconceived notions of on-demand TV
  • Cadre of external evangelists who were instrumental in validating company and DVR concept and opening doors to business partnerships
  • TiVo technology positioned as breakthrough and key target messages on DVR value proposition and ease of use clearly played back