Tivo

TiVo is the company makes digital video recorders, also called TiVo, which allows consumers to control the time at which they want to watch, pause, record and rewind TV programs, or skip commercials.

The TiVo device was based on PowerPC microprocessor in set-top box form factor. It digitized and compressed analog TV signal to MPEG-2 format from broadcast feeds and store the programs onto non-removable internal hard disk storage. The number of hours the device could record depended on the capacity of hard disk and recording quality selected.

The first unit of TiVo was shipped on March 11, 1999 since the company incorporated in 1997 by two veterans of Silicon Graphics. The devices were priced at $499 for a model with up to 14 hours recording capacity and $999 for a model with up to 30 hours. Optional TiVo service was charged at $9.95 per month, $99 per year, or $199 for the lifetime of the unit. Without the service, TiVo was only able to pause, replay, and fast-forward live TV, recording and accessing to the personalized suggestions and automatic recording of favorite shows were disabled.

TiVo is intended to design for consumers to pause live TV when they want to, fast forward past advertisements, watch what they want when they want, watch one show and record the other at the same time - "time shifting", and record all the episodes of seasonal series. Unlike the traditional VCRs, TiVo is able to record up to 30 hours of programs with no more video cassette and in DVD quality.

TiVo is an intelligent device, its software not only records the shows the consumers specifically requested but also detects the shows the consumers is likely to be interested in based on the past viewing experience. TiVo would recommend the shows just for that consumer.

With TiVo intuitive interface that enables programs selection much easier than the traditional confusing hundred-plus channel lineup. TiVo provides a new and active TV viewing experience with full control by the consumer that was never available before its inception.

TiVo are available in major consumer electronics retailer.

From the lessons after Christmas 1999, it shows that the product perception in terms of on-demand TV by the consumers is low, the company might need to educate the consumers in order to enhance the awareness and perception. The price setting

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