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Cox Communications, the fourth largest U.S. cable TV operator, has agreed to offer subscribers the option of downloading to their set-top boxes TiVo's digital video recorder service, both companies said Thursday.
Under the deal, TiVo would customize its software for Cox, which has agreed to also carry TiVo's interactive advertising service. The TiVo services would be available for selected set-top boxes, and would not require subscribers to change the hardware.
Among the benefits of the TiVo software would be its popular user interface. In addition, TiVo said it plans to add Internet services linked to Cox's broadband network.
For TiVo, the deal expands the reach of its recently launched interactive advertising platform that tries to get viewers more involved with an advertiser's brand. For example, in May, TiVo unveiled an ad that lets subscribers customize a Lexus luxury car on their television screens.
The companies plan to launch the joint offering in the first half of next year. Financial terms were not disclosed.
The agreement, however, fits into TiVo's strategy of signing deals with cable operators to broaden its reach. A large portion of the company's subscribers is from its partnership with satellite-TV operator DirecTV. The arrangement, however, is not exclusive and TiVo has been trying to diversify, particularly as more cable and satellite TV companies opt to provide DVRs through competing manufacturers.