TiVo, the original digital video recorder, is in danger of becoming obsolete, as similar technologies are developed and bundled with the cable subscriptions sold by companies like Comcast and Time
Warner Cable. The DVR company, badly in need of differentiating its services, on Wednesday revealed a new partnership with Amazon.com that allows subscribers to sync their TiVo services with Unbox,
Amazon's movie and TV download service.
The partnership allows TiVo subscribers to log into the Amazon service via their set-top box after registering at the combined Unbox-TiVo Web
site. Then, they can purchase and download content directly to their TiVo boxes. For Amazon, the partnership marks the first time Unbox is available to consumers that aren't running a Microsoft
operating system, though it still isn't compatible with Apple products.(TiVo is its own operating system.)
It may be too little, too late for TiVo, as Apple and Web TV startups like
Joost aim to bridge the gap between on-demand Web and TV content. DVR capability will be part and parcel of these services. Unbox has distribution deals with CBS, Fox Entertainment Group, Paramount
Pictures, Showtime, Warner Bros. Entertainment, Sony Pictures and MGM Studios.
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