TiVo Forms New Interactive Ad Group Aimed At Direct Marketers

TiVo (NSDQ: TIVO) has formed the Interactive Direct Response Advertising Group, a new unit, that’s part ad sales, part think tank. The DVR company said that the group will reach out to direct-response marketers and offer to educate them about the challenges they face from time-shifting devices in general, and secondly, how TiVo can help their campaigns. The group will be headed by Robert Barnett, who joins TiVo as a senior director; he previously was a senior marketing consultant to infomercial producer Guthy-Renker. Barnett is also charged with handling TiVo

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