Kara Swisher is inteviewing Tom Rogers , CEO of TiVo ( and CEO with the best pirate name ) .
Kara : Why not TiVo tech in TVs , powering everything ?
Virginia McMath : Biggest reason is that TVs already have midget tolerance . Building them into TVs gain it hard to drive the same pricing . What we are finding is that the TV world is extremely commoditized so they need to do things to differentiate with thing like ease of use , and those things are bringing us back front and centre .
Kara : How do you move away from the rep of a contented stealer ?
Roger : We get around it by say that no matter what TiVo does , fast promotion through commercial message is here to stay . They have to deal with it . No way to turn the clock back on this . They ask to figure out an ad example that works . Passive watching is n’t going to play against the quantifiability of the web medium . So that ’s what we ’re working on . Ads in fare , ads at the end of the show or doing pause . Somehow you have to get them to click into and measure an advert .
Ginger Rogers : Do something to catch someone ’s eye . Maybe at the last of the show , which is in force because there ’s no interruption . Not everyone will see your ad , but no one really did before . People changed their TV channel , went to the kitchen , and it was a lie . We track it by seconds , and it ’s astounding the departure between what people cerebrate spectator were doing with advertising .
The broadcast diligence has to say that once everyone has a DVR , they have to enter out a way to advertize , otherwise they do n’t have a business theoretical account .
Will Rogers : The cable company are concerned in getting our software . The box still has a role , though , because we can talk to a client without an intermediary . It helps us gain leverage on cable company , because we do n’t have to pitch it to them . We ’re here as a client option they can see and compare the boxes to .
Kara : How about the cyberspace content ?
Rogers says they do this .
Kara : And hoi polloi want one corner to do this all . But who can do that ? You ’re not in a power position to do this .
Carl Rogers : That ’s why the box is of import to us .
Rogers also says that cable television will be the one he thinks will do the loge , because they ’re already in the spot of delivering so much . ( Over both broadcast and IP , these twenty-four hours — B.L. )
Virginia McMath also cerebrate that TV networks have to avoid the same pitfalls that the newsprint guys are dealing with now versus the web . They need to rethink their models now to forefend dark times .
Carl Rogers on CableCard : There ’s no reason in the globe why a cable television company ca n’t just mail it to you . The cable industry mail a guy rope out and goes into your sign , and has a chance to sell you his box , but this has n’t been worked out in a regulatory rule yet .
Rogers on the TiVo / Comcast peck ’s holdup so far : The actual development time was 18 months , plus 10 months of prep before that . It ’s not the loge or package , it ’s the infrastructure that cable television service has that has not essay it can substantiate modern operations . ( What ’s that intend ? Cable has TV and IP , what else do you take ? )
William Penn Adair Rogers on more video source : There is n’t a picture producing company that is n’t talking to TiVo today . Amazon Unbox is n’t single .
Rogers on buzz off content around the sign of the zodiac : correctly now you need additional TiVo box , but we ’re look at address this need .
[ All Things D ]
all things dRogersTiVo
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