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Philips Consumer Electronics: TiVo

TiVO. Isn't that Michael Jackson's brother? When Philips came to us with this new concept in digital video recording, people knew nothing about it. And we saw that it was going to be a difficult concept to understand and accept. The first barrier was getting people to see what TiVO actually was. Then there were other obstacles: the price of entry was high, it required a new set-top box and remote, and there was a monthly fee. Until these issues were justified, people would be slow to adopt the new technology.

It takes time to explain an emerging technology. Long-form DRTV allowed sufficient time to effectively explain and demonstrate the concept of digital video recording, and show people that they needed TiVO in their households.
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