• Adweek, Wednesday, June 15, 2011 3:02 PM

"We are no longer a DVR company," Derrick Nueman, TiVo's head of investor relations, tells Adweek's D.M. Levine. OK, so what is the once-thriving company now? That's what it's trying to figure out as it faces a declining subscription base (down 22% last year) and the dying DVR market.

With software "its greatest strength," TiVo is looking to rebrand itself "as easy-to-use gateway and platform for all types of video content." But is this strategy "the last, desperate ploy of the condemned"? Levine ponders this question in a short, analytical piece.

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