TiVo, San Jose, Calif., on July 5 breaks a $50 million campaign for its Personal TV Service. The advertising from Goodby
, Silverstein & Partners, San Francisco, playfully shows how consumers can create their own TV network with programming tailored to individual viewing habits. The "TiVo, TV your way" campaign will appear in cable and spot network TV, radio, print, and online. Viacom's CBS declined to air one of the spots on July 5's episode of "Survivor" because it humorously suggests that consumers don't need to rely on the networks anymore if they have the TiVo service.
Copyright July 2000, Crain Communications Inc.