• The New York Times, Monday, December 10, 2007 11:45 AM

Several promising developments for TiVo--which accounts for about 4 million of the more than 20 million digital video recorders in American homes--underscore its new emphasis on subscriptions and media services rather than hardware.

It recently announced partnerships with NBC Universal and Carat to provide second-by-second viewership data and demographic ratings information collected from a sample of 20,000 TiVo subscribers. It is also helping networks and advertisers overcome its technology by offering interactive banner ads that make sponsors' names visible as their ads are being fast-forwarded.

"When I got to this company two years ago, TiVo was very much viewed as a pariah within advertising circles, within network circles," says CEO Tom Rogers said. He says that TiVo is now in discussions with all of the TV networks and that it intends to "partner with the media industry."

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