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The device attracted consumers who were tired of missing their favorite shows because they were too busy to watch them. TiVo also enabled people to fast-forward over irreverent advertising. TV watchers can “pause” a live show to conveniently handle interruptions too. As shown above, the services that TiVo provides allow the consumer to be in control and makes TV viewing “a lot more enjoyable.”
Despite the high satisfaction from current users, there was a lack of awareness for the brand and the category in the market. Non-users were having a hard time understanding the product. TiVo’s black box required extensive explanations and demonstration in order for consumers to understand it...
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