Under the deal, which goes into effect next year, TiVo will offer technology that enables Cox DVR subscribers in select markets to carry TiVo service on their existing set-top boxes.
The deal illustrates that the TiVo brand and service still holds some cachet. The company is fighting to maintain relevance and gain revenues as MSOs and DBS services are aggressively offering their own generic DVRs. TiVo stock rose 7 percent on news of the deal.
Cox billed it as a chance for customers to take advantage of TiVo services, such as the Season Pass--which records every episode of a preferred show--and KidZone, which allows parents some control over what their children watch.
On the ad front, TiVo's interactive ad platform will receive additional distribution.