TiVo Inc., Sunnyvale, Calif., this week introduces its TV set-top box and service, which will allow consumers to program the device and indicate their special interestes. The box will allow viewers to time shift when they watch shows and over time permit advertisers to target spots based on TiVo owner interests. Philips Electronics will manufacture the $499 and $999 devices, on sale directly from TiVo now and in stores nationally this summer. TiVo's estimated $15 million to $25 million ad campaign from Campbell-Ewald
/West, Los Angeles, starts this week via print and Web, with TV coming later. Philips is considering featuring TiVo in a TV commercial from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.
Copyright March 1999, Crain Communications Inc.