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TiVo Issues Trade :30 for 30 Challenge to Advertisers

Company Release - 10/11/2010 8:30 AM ET

Invites Brands, Agencies to Trade a 30-Second TV Spot for 30 Days of Interactive Advertising on TiVo; 'TiVo Challenge' Helps Identify Wasteful Spending in Media Buying; Underscores Effectiveness of TiVo's Advertising Platform for Reaching Viewers Who Fast-Forward Commercials

ALVISO, CA -- (MARKET WIRE) -- 10/11/10 -- TiVo Inc. (NASDAQ: TIVO), the creator of and a leader in advanced television services including digital video recorders (DVRs) for consumers, content distributors and consumer electronics manufacturers, today invited brands and advertisers to take the "TiVo Challenge" by trading in the value of their least performing prime-time 30-second TV spot and instead using those funds to buy 30 days of exposure on TiVo. The objective is to help brands and advertisers understand how their media buys are performing and demonstrate how far the TV dollars currently spent on traditional :30 spots in DVR homes can go when TiVo's interactive advertising solutions are used to counter fast-forwarding behavior. TiVo ad solutions are designed to reach viewers before, during, and after programs, not just during ad breaks.

TiVo will first help participants evaluate their current media plan in the DVR universe and identify the most avoided spot that is worth trading in by using its anonymous Stop||Watch™ ratings service.

Tara Maitra, VP & General Manager, Content Services and Ad Sales, TiVo Inc., said, "TiVo has become an ally to the media industry by helping brands and agencies better understand the challenges they face in the age of the DVR. Our interactive ad solutions are designed to grab viewers in homes where time-shifted viewing is the primary way TV is watched. TiVo's advertising units catch the attention of viewers while they are engaged, not solely during commercial breaks, and work to enhance the value of television spots. Our goal by issuing the 'TiVo Challenge' is to demonstrate to brands and agencies the most effective use of media investment dollars in DVR homes."

TiVo's advertising solutions come in a variety of forms, such as the ability to present and activate advertisers' offers and messages in the pause menu, fast-forward billboards and interactive tags during TV commercials, as well as throughout TiVo's user interface, all of which invite TiVo viewers to engage in a more interactive experience with the brand's message.

About TiVo Inc.
Founded in 1997, TiVo Inc. (NASDAQ: TIVO) developed the first commercially available digital video recorder (DVR). TiVo offers the TiVo service and TiVo DVRs directly to consumers online at and through third-party retailers. TiVo also distributes its technology and services through solutions tailored for cable, satellite and broadcasting companies. Since its founding, TiVo has evolved into the ultimate single solution media center by combining its patented DVR technologies and universal cable box capabilities with the ability to aggregate, search, and deliver millions of pieces of broadband, cable, and broadcast content directly to the television. An economical, one-stop-shop for in-home entertainment, TiVo's intuitive functionality and ease of use puts viewers in control by enabling them to effortlessly navigate the best digital entertainment content available through one box, with one remote, and one user interface, delivering the most dynamic user experience on the market today. TiVo also continues to weave itself into the fabric of the media industry by providing interactive advertising solutions and audience research and measurement ratings services to the television industry

TiVo and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. or its subsidiaries worldwide. © 2010 TiVo Inc. All rights reserved. All other trademarks are the property of their respective owners.