TiVo (TIVO) has introduced a new tool called Universal Swivel Search, which will allow users to find programming on both their television and the Internet. They are describing it as the first "TV-centric on-screen search tool."
How it works is it allows subscribers to search for similar programs they're watching that have a common thread running through them. You could search by genre, names of actors and film titles. There is also a suggestion feature you can access from other viewers.
It's more like using search on the Internet where you put in keywords or targeted names.
The two areas the service will entail are prime-time network programming and many frequently recorded programs. One real shortcoming is it won't include cable programming.
For the Internet, it will offer video from 14 sites they have current agreements with, which includes Rocketboom, The New York Times (NYT) and Cnet.
Movies from Amazon.com's (AMZN) Unbox service, which number around 5,000, will be included in the search results.
To me the real value in this from TiVo's view is the Internet potential. As of now their competitors are offering pretty much the same regular service, basically making TiVo a commodity. They're hoping the Internet search option will encourage other Web sites to join in their service and offer more videos to their subscribers.
At this time TiVo's growth has stalled and they're looking for new growth opportunities. This could be a way to differentiate themselves again if they can convince Web companies to get on board.
Comment Preview