Since it’s release, TiVo has been the enemy of network television. The ability to fast forward through commercials scared the bean counters, and rightfully so. But this year has seen the advent of a new type of marketing for television with the extensive use of the internet. Not to be outdone, TiVo is making good with the networks as best they can and in a recent deal with CBS, reported by The Wallstreet Journal, will actually be airing the premiere of new comedy ‘The Class’ to subscribers before the episode airs.
Essentially TiVo is tearing a hole in space-time by showing a program before it airs, something that is exactly the opposite of its modus operandi. CBS’ head of marketing, George Scweitzer, says this about the deal, "CBS' partnership with TiVo is a creative new way to use DVR technology to help drive television network viewing. Our goal is to introduce our fresh new comedy 'The Class' ... to a broad, diversified, receptive audience that has the ability to start trends and generate buzz, which is exactly what TiVo offers."
In addition to making nice with networks, TiVo also hopes offers like this will give them an advantage over cable compny owned DVR’s which are built directly into cable boxes. The TiVo exclusive premiere of ‘The Class’ begins showing next week, along with promotional content for other CBS programming.
