• by Joe Mandese  @mp_joemandese, November 1, 2017

TiVo Corp. on Wednesday announced a deal with Discovery Communications to use TiVo’s Audience Works for Marketing platform to manage and execute its on-air promotions and cross-channel media plans.

The agreement, which is a multi-year deal, leverages TiVo’s audience analytics data to target users based on which shows they have watched and are predicted to view.

The platform is designed to manage the entire life cycle of viewers, enabling Discovery to target people who are new, “lapsed,” “intermittent,” or prospective viewers of its shows.