tivo-marketingTiVo 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 is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.