The landscape of the Personal Video Recorders (PVR) industry has become much more diverse in comparison to initial stages. Cable companies are now integrating a PVR function into their packaged deals, which - only feeds the competition among pre-existing PVR companies. Consumers generally pay for an installation fee, monthly cost and storage space. There is much variety between the three main competitors, however it is dependent on the feature and services. Items such as dual recording, home networking or internet programming has become a norm with PVR brands.
In 1999 two Silicon Valley companies, TiVo Incorporated and ReplayTV Network Incorporated were first key players to market the PVR within mass audience, though TiVo had begun to test its product locally in New Jersey and San Francisco in early 1998. (Healey, 1998) Early problems such as confusion over the product saw the company implement an USD $100 million sales and marketing campaign. (Zanthus, 2002) In turn TiVo has become a recognisable brand image but the company has yet to reach sustained profitability. (http://www.siliconvalley.com/mld/siliconvalley/8871998.htm, Accessed 27 Oct 2004)
TiVo referring to a combination of “TV� and “IO� in ‘television input/output’, was officially first launched in 1998 National Consumers Electronics Show. Despite the slow uptake of PVR units within the American marketplace, the TiVo brand has become instantly assimilated with what a PVR is. (Zanthus, 2002) The company contains many partners and affiliations: its equipment vendors are Philips, Sony, Toshiba, General Electric/NBC and DirecTV and a $200 million investment from AOL Time Warner. (http://www.privacyfoundation.org/privacywatch/report.asp?id=62&action=0, Accessed 28 Oct 2004) Having a wide variety of alliances allows the company to forge strong bonds and work with them to stay viable. TiVo states with their partners, they can “aid television advertisers, not put them out of business.� (http://www.tivo.com/tivo_inc/partners.asp?frames=no, Accessed 28 Oct 2004) The company has continually grown and evolved through the years in order to stay ahead. It has expanded globally, with an introduction into the United Kingdom market. They company pushes “on making TiVo the focal point of the digital living room, a center for sharing and experiencing television, music, photos and other content� (http://biz.yahoo.com/prnews/041026/sftu081_1.html, Accessed 28 Oct 2004), implying their services provide a complete digital experience.
ReplayTV was purchased by SONICblue in 2001 and was once again sold to the Digital Networks North American Company (DNNA) after SONICblue filed for bankruptcy in March 2003. It left the personal DVR market in 2000, choosing only to license its technology. (http://www.law.duke.edu/journals/dltr/articles/2001dltr0029.html, Accessed 20 Oct 2004) The company has experienced difficulty in the past due to the controversial nature of some of their PVR models, most notably the ReplayTV 4000 which attracted a substantial lawsuit in 2001 but is still a key competitor in the PVR market.
UltimateTV is owned by the Microsoft Coorporation and was launched in April 2000. It differs greatly from its two main competitors because of the integration of DirecTV programming, live TV controls, interactive television, internet access and PVR. Upon its release, Microsoft was first in the field to integrate a variety of features whereas most contained a single PVR function. Unfortunately, the popularity of the PVR did not reach the heights that TiVo has led, despite good marketing techniques but a loyal following exists within. (http://news.com.com/2100-1040-254788.html?legacy=cnet, Accessed 28 Oct 2004)
REFERENCES
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Duke L. & Tech. Rev (2001) “Hacking Digital Video Recorders: Potential Copyright Liability For Dvr Hackers And Service Providers�, retrieved October 28, 2004, from this source.
Healey, J. (1998) “Start-Up Aims for TV on Demand,� San Jose Mercury News August 21, 1998, 1C.
MercuryNews (2004) “Tivo stock plunges as DirecTV sells shares,� retrieved October 28, 2004, from this source.
TiVo (2004) “TiVo Partners,� retrieved October 28, 2004, from this source.
UMass Lowell Department of Computer Science (2004) “TiVo's Data Collection and Privacy Practices,� retrieved October 28, 2004, from this source.
Yahoo!FinancialNews (2004) “NFL & TiVo Agree to Work Together to Protect Content and Allow Consumers to Remotely Access Broadcast Programming They Record,� retrieved October 28, 2004, from this source.
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this source.
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Related topics: Growth and Development, Privacy Issues, Advertising Industry, Intellectual Property, Hackers
Linda Wong 07:50, 29 Oct 2004 (EST)
