Independent Study Shows TiVo Service Increases Enjoyment and Changes Peoples' Attitudes Towards TV
Research Shows 95 Percent of TiVo Customers Have Significantly Changed TV Viewing Habits
SAN JOSE, Calif., May 2 /PRNewswire/ -- People who subscribe to the TiVo Personal TV(TM) Service (Nasdaq: TIVO - news) enjoy TV more and channel-surf less than they did before using TiVo. Frank N. Magid Associates, a leading strategic research and consulting firm in the U.S. conducted a study of current TiVo customers. The results show that the TiVo Service significantly transforms television-viewing habits and improves customers' attitudes toward television. The research found that:
-- An overwhelming majority of respondents feel that the TiVo Service has
made TV viewing "a lot more enjoyable" (three in four respondents,
72%).
-- TiVo makes the entire spectrum of television programming available.
Nearly two of three respondents (59%) said they now watch programs that
were once unavailable because of inconvenient scheduling.
-- Because TiVo personalizes TV viewing, respondents report that
channel-surfing has decreased dramatically (down 31%).
-- Because there's always something on TiVo, respondents report an
increase in the amount of television they watch with 6 in 10 (62%)
watching television more often with TiVo.
-- As a result, respondents now see television as their primary source of
entertainment (31% of the respondents compared with 16% before they had
TiVo).
-- TiVo is a product that becomes a part of daily life: 70% of the sample
group select programs to record everyday.
-- And what do they record? Kids programming and dramas were the most
recorded programs with the sample group with sitcoms following closely.
(Photo: newscom.com )
``This is the first time that an independent research firm has conducted a thorough study of TiVo's impact. We believe the results show the TiVo Service creates marked change in TV viewers behavior and that fundamental change actually increased viewers positive perceptions of television,'' said David Smith, President of Entertainment & New Media, Frank Magid Associates. ``This research further solidifies assumptions about how the TiVo Service can potentially affect the TV landscape from programming to advertising.''
The study also suggested that advertising could potentially be impacted by viewers who fast-forward through commercials in recorded programs. While conducting the research Magid found that when it comes to advertising, TV viewers tend to be a volatile group overall. However, viewers stated that they may be more willing to turn to ads within a TiVo context when they view an advertisement that is relevant to them or that they find entertaining.
About Frank N. Magid Associates
Frank N. Magid Associates is recognized as the world's leading communications research and strategic consultation firm. Since 1957, the firm has set the industry standard for the use of custom-designed consumer research, integrating the results into successful strategies for its clients in virtually every industry. The company's traditional media clients include ABC, A&E, CNBC, Columbia TriStar, Fox, The History Channel, Lifetime, MGM, NBC, New York Times Television Group, Twentieth Century, Universal, The Washington Post Company, and more than 160 television stations in the United States and Canada. Frank N. Magid Associates' 400 employees serve its clients from offices in New York, Los Angeles, London, and Cedar Rapids.
Frank N. Magid Associates has earned its worldwide reputation by always being on the leading edge of emerging opportunities. Its New Media research and consultation business was created in 1994, when the term ``Internet'' existed only on the fringe of mainstream society. Today, the company is the leader and innovator in online, E-commerce, and media convergence research and strategy. Frank N. Magid Associates' leadership position in every industry enables the company to better serve its clients around the globe.
About TiVo
TiVo is the creator of personal television. The TiVo Service lets consumers take control of their television viewing by allowing them to watch what they want, when they want it. As part of TiVo's easy-to-use service and unique technology, viewers can time-shift their favorite television shows and create a customized television line-up for viewing at anytime. With TiVo's Thumbs Up(TM) Thumbs Down(TM) buttons, viewers can teach TiVo what shows they like and dislike. Using these preferences, TiVo automatically records programs the viewer may want to see.
TiVo also enables consumers to pause, rewind, instant replay and playback in slow motion any live television broadcast. In addition, TiVo has developed a technology that serves as a platform for new and interactive entertainment content and services. To ensure viewer privacy, TiVo has established strict policies to help protect the personal information of consumers, while providing a valuable personalized TV experience. Founded in August 1997 and headquartered in San Jose, CA., TiVo is a creator of personal television. TiVo can be reached on the World Wide Web at www.tivo.com.
Pricing and Availability
TiVo offers customers a choice in service options. A lifetime subscription to the TiVo service with no monthly fees can be purchased with a single payment of $199. For customers who want to keep their up front costs to a minimum, Personal TV is available as a monthly subscription to the TiVo service for $9.95. TiVo offers a flexible personal television service with the choice to pay as you go or no monthly fees. The TiVo Service is currently available on stand-alone personal video recorders from Philips for $399 and can be purchased at retail outlets nationwide including, Best Buy, Circuit City and Sears or online at Amazon.com, ROXY.com or 800.com.
This release contains forward-looking statements regarding TiVo's business, customers, future features and services or other factors that may affect future earnings or financial results. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those, expressed in or indicated by the forward-looking statements. Examples of these risks include delays in development, competitive service offerings and lack of market acceptance. These risks and uncertainties are discussed further in the Company's Annual Report on Form 10-K for the fiscal year ended December 31, 1999 as filed with the Securities and Exchange Commission.
NOTE: TiVo, Season Pass, Thumbs Up, Thumbs Down and TiVomatic are trademarks of TiVo Inc. in the United States and other jurisdictions. All other company or product names mentioned may be trademarks or registered trademarks of the respective companies with which they are associated. -- Product slides/digital images are available upon request.
SOURCE: TiVo, Inc. |
