TiVo CEO Sees Dire Future for TV Advertising

Categories: New TV Technology,TiVo News

Written By

October 18th, 2008

I liked the headline and sub headline of this recent story on Advertising Age:

TiVo CEO Says End Is Nigh for TV Ads

But Many in ANA Crowd Think He's Skipping Ahead

ORLANDO (AdAge.com) -- TiVo CEO Tom Rogers did everything but hang an "end is near" sign around his neck as he tried to rouse a Saturday morning breakfast crowd at the Association of National Advertisers annual conference with warnings of fast-approaching doom for conventional TV ads.

This is the money quote:

"In the next two to three years, the television industry is going to face a crisis more severe for it than our current financial crisis," Mr. Rogers said.  Read the rest on AdAge.Com

He also predicts  a doubling of DVR homes to as many as 60 million within three years.  Given the very slow ramp, and the relatively small increase from last year to this year, and the current economy, that seems very optimistic to me.  But I got my first DVR ten years ago (a TiVo) and loved it so much I was convinced everyone would have one within a few years, so now I'm quite cautious with my DVR growth forecasts.

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