Although TiVo has become a household verb for recording TV content, the company is trying to not get pushed out by similar hard-disc recorder products that are becoming ubiquitous in digital boxes and other products. TiVo's top exec said its Series 3 HD recorder has suffered in the marketplace because of its price points of about $800.
CEO Tom Rogers acknowledged in a recent conference call with reporters that TiVo has to quickly find a way to lower the price or risk losing out in the HD DVR market.
Rogers recently told financial analysts that his firm will be "highly focused" this year on coming up with a more economically priced, mass-appeal HD DVR in order to take advantage of current HD set sales in North America--something TiVo has not been able to tap into--according to Daily Tech.
