TiVo Launches Direct Response Interactive Advertising Program

TiVo Launches Direct Response Interactive Advertising Program

Offering Delivers Dramatically Increased Response Rate for Advertisers

ALVISO, Calif., Aug. 01 /PRNewswire-FirstCall/ -- TiVo Inc. (NASDAQ:TIVO), a leader and the creator in advertising solutions and television services for digital video recorders (DVRs), today announced that five recognizable brands have agreed to use its innovative, next generation advertising technology solution for direct response programs. The five companies are: Ameriquest, E*TRADE FINANCIAL, Nautilus, Inc., Novartis, and Tylenol.

The features of the new direct response interactive advertising solution will enable these select advertisers to insert a customized call to action or branded "tag" in their commercial spots, eliminating the need for long form advertising content and leading to a better response rate over traditional direct mail campaigns. Participating in the direct response campaign, advertisers will have the ability to further engage their target audience.

Dave Courtney, Executive Vice President, Group Executive, Corporate Products & Services, and CFO at TiVo commented, "TiVo continues to lead the advertising industry in technological advancements and innovative advertising solutions by enabling advertisers to reach the most interested and highest value consumer. These new features allow TiVo to partner with leading pharmaceutical and financial companies with significant experience in the direct response space."

As part of the expanded offering, Ameriquest, E*TRADE FINANCIAL, Nautilus, Inc., Novartis, and Tylenol each are first time users of the interactive solution. With the opportunity to provide more information and special offers to further engage a highly valuable target audience, these advertisers will be able to reach over 1 million TiVo Series2 subscribers.

"E*TRADE's marketing model is based on a test-and-learn approach, which provides us with innovative ways to reach our target, value-driven customer," said Nicholas Utton, Chief Marketing Officer, E*TRADE FINANCIAL. "Our motto, to challenge the ordinary, compels us to work with a broad spectrum of partners and technologies, like TiVo and direct response technology, to expose television viewers to our unique brand and value proposition."

According to Mr. Courtney, "TiVo provides the only DVR platform to effectively enhance TV advertising using an interactive lead generation program. TiVo is committed to providing our advertisers with the information they need to know about what type of content their target audience is voluntarily viewing and what types of interactive advertising features can enhance their advertising messages."

About TiVo Inc.

Founded in 1997, TiVo (NASDAQ:TIVO), a pioneer in home entertainment, created a brand new category of products with the development of the first digital video recorder (DVR). Today, TiVo continues to revolutionize the way consumers watch and access home entertainment by making TiVo the focal point of the digital living room, a center for sharing and experiencing television, music, photos and other content. TiVo connects consumers to the digital entertainment they want, where and when they want it. TiVo is based in Alviso, Calif.

This release contains certain forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements relate to, among other things, TiVo's business, interactive advertising services, business development, strategy, advertising customers or other factors that may affect future earnings or financial results. Forward- looking statements generally can be identified by the use of forward-looking terminology such as, "believe," "expect," "may," "will," "intend," "estimate," "continue," or similar expressions or the negative of those terms or expressions. Such statements involve risks and uncertainties, which could cause actual results to vary materially from those expressed in or indicated by the forward-looking statements. Factors that may cause actual results to differ materially include delays in development, competitive service offerings and lack of market acceptance, as well as the "Factors That May Affect Future Operating Results." More information on potential factors that could affect the Company's financial results is included from time to time in the Company's public reports filed with the Securities and Exchange Commission, including the Company's Annual Report on Form 10-K for the fiscal year ended January 31, 2005, and the Quarterly Reports on Form 10Q for the period(s) ended April 30, 2005, filed with the Securities and Exchange Commission. We caution you not to place undue reliance on forward-looking statements, which reflect an analysis only and speak only as of the date hereof. TiVo disclaims any obligation to update these forward-looking statements.

TiVo and the TiVo logo is the registered trademark of TiVo Inc. or its subsidiaries in the United States and other jurisdictions.

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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