TiVo Interactive Tags Increase BMW's Visibility on SPEED's Test Drive

TiVo Interactive Tags Increase BMW's Visibility on SPEED's Test Drive

Exclusive TiVo Interactive Advertising Features Enhance Product Integration for the First Time

ALVISO, Calif., June 20 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ:TIVO), the creator and the leader in advertising solutions and television services for digital video recorders (DVRs), today announced the first advertiser to use TiVo's exclusive interactive advertising features in a television program. Previously, TiVo's interactive advertising features have been used only in advertisements and promotions, not within a television program. This innovative and interactive advertising enhancement opens up more opportunities for advertisers to extend their in-program product integration.

"TiVo's advertising solutions continue to lead the industry, enabling advertisers to reach an attractive demographic," said Davina Kent, Vice President, National Advertising Sales, TiVo. "The interactive tag feature offers advertisers an opportunity to engage viewers in a deeper advertising message, without interrupting their program and further extending their investment in product integration. As with all TiVo advertising solutions, the interactive tags deliver real, relevant results for our advertising partners."

Working through TiVo and SPEED, BMW embedded interactive tags in promotional spots leading up to and in the premiere of Test Drive, to drive sales leads and increase the response rate over traditional direct mail campaigns. The interactive tag feature enables BMW to potentially reach TiVo's more than 4.4 million highly valuable subscribers, providing them with the opportunity to access more information, schedule a recording of the program and view an exclusive BMW M cars video from the program itself, as opposed to TiVo's advertising opportunities to date, which have only allowed viewers to do this from an ad, not the program.

"We're thrilled to be at the forefront of the next evolution of television advertising through our partnership with TiVo and SPEED," said Patrick McKenna, Manager, Marketing Communications, BMW of North America. "The first- ever interactive tag within programming will help us break through the increasingly cluttered television environment. At the same time, we're providing a valuable option for car enthusiasts to learn more about the extraordinary M line of cars as they watch them in action on the BMW M edition of Test Drive."

"The SPEED Test Drive series helps position SPEED as the definitive source for automotive information and entertainment on television," said Bobby Akin, SPEED VP. "The shows provide credible information about some of the world's most exciting cars in an interesting, entertaining format. When TiVo and BMW approached us about adding this feature, we saw it as an opportunity to take advantage of emerging technology, serving the SPEED viewer with the option to collect more information on featured cars at their convenience. The network is excited about this initial offering, and will continue to explore ways to serve its audience in unique and entertaining ways."

"BMW is breaking new ground with this revolutionary way to engage Test Drive viewers, giving them a richer experience with BMW's M line within the Test Drive program itself," said Carmen Graf, Senior Vice President, Group Media Director, GSD&M Advertising. "This effort is a sneak peek into the future of television as a platform for lead generation. That is exciting for advertisers and valuable for consumers as a way for them to get the most relevant information on the products and services they're interested in."

A longstanding TiVo advertiser, BMW has performed very well in the promotion of its 5 Series, 3 Series and BMW Films through TiVo Showcases. TiVo worked closely with GSD&M, an Austin, Texas-based advertising agency, to develop and implement the program on behalf of BMW, a GSD&M client.

Test Drive premiered on SPEED on Sunday, June 18th, at 1:00 p.m. ET. The episode will appear again over the next few months:

-- Monday, June 19, at 3:00 p.m. ET
-- Saturday, June 24, at 3:00 p.m. ET
-- Saturday, July 1, at 10:00 p.m. ET
-- Thursday, August 10, at 3:00 a.m. ET
-- Saturday, August 19, at 10:00 p.m. ET
-- Friday, August 25, at 7:30 p.m. ET
-- Saturday, September 9, at 11:00 p.m. ET

About TiVo Inc.

Founded in 1997, TiVo pioneered a brand new category of products with the development of the first commercially available digital video recorder (DVR). Sold through leading consumer electronic retailers, TiVo has developed a brand which resonates boldly with consumers as providing a superior television experience. Through agreements with leading satellite and cable providers, TiVo also integrates its full set of DVR service features into the set-top boxes of mass distributors. TiVo's DVR functionality and ease of use, with such features as Season Pass(TM) recordings and WishList(R) searches, has elevated its popularity among consumers and has created a whole new way for viewers to watch television. With a continued investment in its patented technologies, TiVo is revolutionizing the way consumers watch and access home entertainment. Rapidly becoming the focal point of the digital living room, TiVo's DVR is at the center of experiencing new forms of content on the TV, such as broadband delivered video, music and photos. With innovative features, such as TiVoToGo(TM) transfers and online scheduling, TiVo is expanding the notion of consumers experiencing "TiVo, TV your way.(R)" The TiVo(R) service is also at the forefront of providing innovative marketing solutions for the television industry, including a unique platform for advertisers and audience measurement research. The company is based in Alviso, Calif.

TiVo, TiVoCast, 'TiVo, TV your way.' Season Pass, WishList, TiVoToGo and the TiVo Logo are trademarks or registered trademarks of TiVo Inc. and its subsidiaries worldwide. (C) 2006 TiVo Inc. All rights reserved.

Source: TiVo Inc.

CONTACT: Jeffrey Weir of Sloane & Company, +1-212-446-1878 or
jweir@sloanepr.com, for TiVo Inc.

Web site: http://www.tivo.com/

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