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Dematerialization in the AV industry, from boxes to attention. A case study of a newcomer, Tivo

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  • Dominique Boullier

    (CEE - Centre d'études européennes et de politique comparée (Sciences Po, CNRS) - Sciences Po - Sciences Po - CNRS - Centre National de la Recherche Scientifique)

  • Frédéric Huet

    (Service de pédiatrie (CHU de Dijon) - CHU Dijon - Centre Hospitalier Universitaire de Dijon - Hôpital François Mitterrand)

Abstract

The audiovisual industry's evolution towards the digital era has enabled new actors to enter the market. Tivo Inc has positioned itself as a new comer on the home electronics market by offering both equipment - digital video recorders - and recording services. Although this offer is innovative and evolutive, Tivo's entrance into the AV industry has been highly constrained in that Tivo's interests often conflict with those of established actors. It is Tivo's penetration and dematerialization strategy that we shall analyse in this article; in particular we will examine the services and technologies Tivo has mobilized, the evolution of the valued intermediation functions and the various dimensions of the targeted users. Understanding how these different dimensions combine with one another helps to understand the different attention capturing mechanisms on which this strategic positioning is based.

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  • Dominique Boullier & Frédéric Huet, 2008. "Dematerialization in the AV industry, from boxes to attention. A case study of a newcomer, Tivo," SciencePo Working papers Main hal-01021891, HAL.
    • Handle: RePEc:hal:spmain:hal-01021891
    Note: View the original document on HAL open archive server: https://sciencespo.hal.science/hal-01021891
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    References listed on IDEAS

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    1. Daniel Cohen, 2006. "Trois leçons sur la société post-industrielle," Post-Print halshs-00754884, HAL.
    2. Meyer, Laurence, 2006. "Three scenarios for TV in 2015," MPRA Paper 3519, University Library of Munich, Germany.
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