Washington, D.C.
(March 10, 2007)
--
TiVo CEO Tom
Rogers said this week his company needs to drop the
price on its $799 Series 3 HD DVR, adding that sales
have been disappointing.
The readers of TVPredictions.com would agree.
In an online poll conducted this week, 46 percent of our readers said they would buy the TiVo HD DVR if it was priced at $399.
49.6 percent said they still would not purchase the Series 3 TiVo high-def recorder at that price while 3.4 percent said they had no opinion. (768 readers participated in the survey which asked: "Would You Pay $399 For a TiVo HD DVR?")
The readers of TVPredictions.com would agree.
In an online poll conducted this week, 46 percent of our readers said they would buy the TiVo HD DVR if it was priced at $399.
49.6 percent said they still would not purchase the Series 3 TiVo high-def recorder at that price while 3.4 percent said they had no opinion. (768 readers participated in the survey which asked: "Would You Pay $399 For a TiVo HD DVR?")
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While the poll is not scientific, the results would seem to indicate that many high-def owners feel that the current $799 pricetag is too steep, a sentiment shared by TiVo's Rogers.
"We will be highly focused this year on moving forward with a lower-priced, mass appeal High-Def unit, which will allow us to much better participate in the HD television trend," Rogers said this week.
Rogers acknowledged that TiVo's HD DVR price has hurt the company's chances of generating more subs from the growing high-def audience.
"The other clear learning at retail is that High-Definition television sets are the most important new consumer electronics item," Rogers told Wall Street analysts this week in a conference call. "Given the price of our HD unit, we were not able to meaningfully participate in that trend. This also clearly contributed to lower sales volume compared to a year ago, when this trend was nowhere near as significant."
Click TVPredictions.com to see today's Swanni Sez.
© TVPredictions.com
____________________________________________
____________________________________________
While the poll is not scientific, the results would seem to indicate that many high-def owners feel that the current $799 pricetag is too steep, a sentiment shared by TiVo's Rogers.
"We will be highly focused this year on moving forward with a lower-priced, mass appeal High-Def unit, which will allow us to much better participate in the HD television trend," Rogers said this week.
Rogers acknowledged that TiVo's HD DVR price has hurt the company's chances of generating more subs from the growing high-def audience.
"The other clear learning at retail is that High-Definition television sets are the most important new consumer electronics item," Rogers told Wall Street analysts this week in a conference call. "Given the price of our HD unit, we were not able to meaningfully participate in that trend. This also clearly contributed to lower sales volume compared to a year ago, when this trend was nowhere near as significant."
Click TVPredictions.com to see today's Swanni Sez.
© TVPredictions.com
____________________________________________
Phillip Swann is president and publisher of
TVPredictions.com. He has been quoted in dozens of
publications and broadcast outlets, including CNN,
Fox News, Inside Edition, The New York Times, The
Washington Post, The Chicago Tribune, The Financial
Times, The Associated Press and The Hollywood
Reporter. He can be reached at
swann@tvpredictions.com
or at 703-505-3064.
Click
TVPredictions.com
to read more news and features
on TV technology.