TiVo Targets Direct-Response Advertisers

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TiVo hired Robert Barnett, previously a marketing consultant to infomercial giant Guthy-Renker, as a senior director to manage TiVo’s direct-response advertising efforts.

Barnett will head TiVo’s newly created Interactive Direct Response Advertising Group and will manage the company’s relationship with WorldLink Ventures, a direct-response advertising sales representative for TiVo’s interactive advertising platform. He will report to Karen Bressner, a former Viacom executive whom TiVo recently hired as senior vice president of advertising sales.

Prior to his work with Guthy-Renker, Barnett ran direct-response TV marketing company Infocom Entertainment. Before he was VP and sales manager for Warner Bros.’s domestic TV distribution group.