TiVo Launches Direct Response Interactive Advertising Program

Offering Delivers Dramatically Increased Response Rate for Advertisers

08-1-2005

ALVISO, Calif. — August 01, 2005 — 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."