TiVo Takes On Hollywood -- Again The DVR service risks alienating the industry it needs most. By Phillip Swann Washington, D.C. (July 22) -- Four years ago, TiVo was a four-letter word in Hollywood -- in more ways than one. The Digital Video Recorder service, which enables users to fast-forward past commercials, petrified entertainment officials who envisioned that the device would wipe out their advertising divisions. Their concerns were hardly softened when TiVo ran a TV commercial showing a DVR representative throwing a network executive out of the window of an office building. TiVo's message was clear: Network execs, your days are numbered. However, TiVo's executive team soon realized that their decision to market 'ad-skipping' was suicidal. Without the support of Hollywood -- and the advertising dollars of the networks and the studios -- the DVR service would be solely dependent on subscription revenue. And with subs climbing slowly, the strategy would eventually put TiVo out of business. So, TiVo set out to mend fences in Tinseltown, playing down the ad-skipping feature and making promises that it would help entertainment companies deliver advertising messages in exciting new ways, such as video pop-up ads and e-mail downloads. The new approach started to pay off a few years ago when entertainment companies started to advertise with TiVo's service. Primetime network shows such as Will & Grace began name-dropping TiVo in episodes. Suddenly, the DVR service was a new star in Hollywood. But now it appears that TiVo has wiped out four years of hard work with one action. TiVo wants to permit subscribers to transfer recorded shows to other devices, including laptops and PCs, so they could watch them anywhere. The "video to go" concept has prompted Hollywood studios and the National Football League to say the new service could violate their copyrights by sending the programs in a digital form, which are more easily copied and possibly distributed over the Internet. The studios and the NFL have filed protests with the Federal Communications Commission. ... http://tvpredictions.com/tivohollywood072204.html ---------------------------------------------------------------------- You can UNSUBSCRIBE from the OpenDTV list in two ways: - Using the UNSUBSCRIBE command in your user configuration settings at FreeLists.org - By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word unsubscribe in the subject line.