Family Shift: TiVo Joins Alliance for Family Entertainment

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NEW YORK, NY — TiVo Inc., the Emmy award-winning digital disruptor that revolutionized the way Americans watch television, has joined the Association of National Advertisers’ (ANA) Alliance for Family Entertainment (AFE). It is the first technology company to become a member of the pioneering consortium of some of the country’s largest and most well-known family brands.

“TiVo’s understanding of TV viewers is broad and deep, and its analytics are a powerful tool for improving advertising effectiveness,” said Stephen Quinn, AFE chairman and EVP, chief marketing officer at Walmart. “Its perspective and partnership will be invaluable as we continue to expand our efforts to find, nurture, and support family programming on all platforms.”

TiVo launched in 1999, and its set-top boxes allowed viewers to time-shift their TV watching for the first time, sparking a transformation whose reverberations are still being felt throughout the industry. The company has evolved to become not just a manufacturer but an advertiser, an advertising medium, an insights provider, and a powerful tool to help viewers navigate an endlessly expanding flood of entertainment options.

“In a technology-enabled world, the line between marketer and technologist is rapidly dissipating,” said Bob Liodice, president and CEO of the Association of National Advertisers. “TiVo, being both, can help our advertisers get the maximum ROI on their marketing dollars.”

“Our work is focused on helping both advertisers and viewers get the most out of TV,” added Tom Rogers, TiVo’s president and CEO. “We recognize the vital importance family content plays in the entertainment ecosystem. It makes perfect sense for us to join with the AFE in discovering and supporting family programming. We are excited to be a part of this critical effort.”

Association of National Advertisers (ANA)

The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA's membership includes more than 650 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community.  For more information, visit www.ana.net, follow us on Twitter, or join us on Facebook.

ANA Alliance for Family Entertainment (AFE)

The AFE is a coalition of national advertisers with family brands, supported by the ANA, whose members represent more than $11.6 billion of U.S. television ad spend. With members including American Licorice, Clorox, Coca-Cola, Colgate-Palmolive, Crayola, Kellogg, Kimberly-Clark, J.M. Smucker, IBM, PepsiCo, Post Foods, Procter & Gamble, SC Johnson, Sensio, Six Flags, State Farm Insurance, Subway, T-Mobile, Unilever, Verizon Wireless, Wendy’s, and Walmart, the group’s mission is to find, nurture, and support high-quality content the entire family can enjoy on multiple distribution platforms. Since its inception in 1998, the AFE has utilized its collective member strength to help bring to air more than 20 prime-time broadcast network television hits, kept innovative family content in the development pipeline, teamed with YouTube for the industry’s first family content partnership, and created the Search for America’s Newest Scriptwriter contest, the nation’s leading competition for storytellers of tomorrow. For more information visit www.anaafe.net.

About TiVo

TiVo Inc. (NASDAQ: TIVO) is a global leader in next-generation television services. With global headquarters in San Jose, Calif., and offices in New York, N.Y.; Boston, Mass.; and Durham, N.C., TiVo’s innovative, cloud-based, software-as-a-service solutions enable viewers to consume content across all screens in and out of the home. The TiVo solution provides an all-in-one approach for navigating the ‘content chaos’ by seamlessly combining live, recorded, on-demand, and over-the-top television into one intuitive user interface. The TiVo experience provides TV viewers with simple universal search, discovery, viewing, and recording from any device, creating the ultimate viewing experience. TiVo products and services are available at retail or through a growing number of pay-TV operators worldwide. TiVo’s multiple subsidiary companies provide the broader television industry and consumer electronics manufacturers, cloud-based video discovery and recommendation options, interactive advertising solutions, and audience research and measurement services. More information at: www.TiVo.com.

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