Mass confusion: Consumers Can’t See the Difference Between TiVo and DVR<< Re-learning text messaging | Main | A Lower Cost Way to Develop User Base >> Andrea Wood | June 05, 2006, 10:59 AM Over the weekend a columnist in the Montreal Gazette discussed the DVR service provided by a local cable provider, and mistakenly stated that Americans refer to the DVR service as TiVo. For some time, we’ve known that some consumers use the term ‘TiVoing’ to refer to the act of recording/pausing living TV. I’ve heard it in conversation with friends, on TV and in magazines. However, neither all Americans nor all Canadians refer to DVR as TiVo. There’s certainly no international divide over the issue. Like some people use the term ‘kleenex’ to refer to facial tissue, some consumers use ‘TiVo’ interchangeably with ‘DVR’. This can either help or hinder to brand, depending on your perspective. It definitely helps raise awareness about DVR capabilities, but dilutes the TiVo brand to some extent. Imagine the trademark suits that could ensue if TiVo actually chose to act on all the misuses? |
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