Not that I’m obsessed with TiVo, but they’re in the news again with another sound byte hinting they are trying to move from a product to a portal. In today’s WSJ, as elsewhere, they announced:
TiVo Inc. is partnering with several big ad firms to offer its users a system that lets them search for commercials centered around a specific topic. Expected to launch next spring, the feature comes as Madison Avenue is contemplating a number of ways to reach consumers who use technology to avoid traditional advertising.
But are they networking just for networking’s sake? In their defense, this shows an understanding of what Madison Avenue wants to see in a TiVo network, but how much value does this bring to others in their network? Consider first and foremost the viewer…when you are making a purchase decision, would you expect a commercial to provide good reference material? Especially when so many TiVo owners have the web at their disposal as well.
A better partnership might have been with Adcritic.com, that great (and once-free) website that showcases the world’s best commercials. I’d TiVo that.