July 9, 2009

Best Buy, TiVo announce partnership

U.S. companies Best Buy and TiVo have announced the formation of a broad partnership involving massive cross-promotion.

The companies said Thursday that Best Buy will begin promoting products from TiVo, the company that popularized digital video recorders, in its 1,100 U.S. stores while TiVo will develop a version of its DVR box that will allow Best Buy to advertise its products and services on the televisions of TiVo subscribers, The New York Times reported Thursday.

The two companies said the deal involves a multiyear advertising committment, but they were mum on the financial details of the partnership.

TiVo chief executive Tom Rogers described the partnership as a huge step above any kind of marketing that has ever been done for TiVo before.

The kind of strategic marketing embrace this deal involves will very substantially advance the understanding of what we now have to offer, Rogers said.