TiVo just keeps chugging along ahead of the pack. After yet another “better than expected” profit report, many people are asking how this brand keeps its market share. When cable companies are offering their own digital recording and playback services, how can TiVo keep coming out strong?

Well, step one is to partner with the competition. TiVo is doing exactly that. The company currently has agreements with DirecTV and Canadian telecom giant, Cogeco Cable, and is enthusiastically striving to land more partnerships. And that strategy seems to be working. Demand for the set-top boxes continue to be high and subscriptions to the service climbed to 4.8 million last quarter.

But joining the competition is not TiVo’s only effective strategy. It’s also going after a drastically underserved market – people without cable. Recently, TiVo launched a video recorder with an antenna that enables users who don’t have cable or satellite TV to record shows from over-the-air channels and video streaming services for less than $15 per month. As you may imagine, revenue and subscriber lists continues to rise.

Buried beneath all these good decisions and positive results is a single unifying success factor. Messaging. Somehow, TiVo has convinced cable companies they need to work with TiVo instead of against them, while convincing thousands of customers they don’t need cable at all. Sure, that might sound dichotomous, but what it really is, is taking a chunk out of two opposing markets.

So is TiVo the “Great Uniter” or the solution to the nation’s cable TV complaints? It’s far too early to tell. But what we can know is that this brand has found a way to make something that shouldn’t work be very profitable. And the common denominator is how they approach both their competition and their market.

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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