Back in March, TiVo purchased Aereo’s trademarks and customer rosters for around $1 million at auction, after Aereo’s disruption efforts and clever legal arguments imploded spectacularly last November. Details are incredibly vague, but TiVo appears interested in resurrecting the Aereo service in some capacity, offering an improved — and legal — version of the controversial internet video service. Early details are spectacularly vague, but TiVo appears interested in marketing something to cable partners that will help them target cord cutters:
“It’s one helluva cheap way for cable operators to have an OTA/OTT device that says, ‘Satellite cord-cutter, I have a broadband package for you with a video component,'” (TiVo CEO Tom) Rogers said. “I think it allows them [the cable operator] to own the low-end and win over satellite subscribers.”
The problem is that many cable operators don’t want to make any truly disruptive over-the-top plays, since any value-oriented, disruptive internet video offering is going to cannibalize existing pay TV subscribers. That’s why the cable and broadcast industry’s Hulu has remained a dull, glorified ad for traditional cable TV. There has been some traction made on this front (Cablevision offering free antennas with broadband, for example), but by and large, cable execs remain terrified of upsetting the Apple cart. Rogers admits there’s still a question as to how to make cable partnerships work:
“TiVo reasons that OTA, combined with broadband-fueled over-the-top services, presents an opportunity to help its cable partners target a small but growing number of cord cutters who are seeking less-expensive video and TV alternatives but who are also willing to create their own bundles. “The question is, how do you do that?” Tom Rogers, TiVo’s CEO and president, said during an interview last week at the INTX show in Chicago. “To us, the answer is pretty clear — it’s kind of the Aereo model, done legally and better.”
The problem is, by the time TiVo’s internet video offering arrives, it will be joining a crowded market saturated with services from the likes of Verizon, Dish (Sling TV), Sony and Apple. It’s unclear how TiVo intends to truly differentiate itself from the pack, and the TiVo and Aereo brand may not be enough. Aereo’s draw predominantly was its low $8 a month price tag, which was made possible because the company wasn’t paying retransmission fees. Aereo’s entire technical model of leasing customers micro-antennas and cloud DVR space was based on its legal efforts to tap dance around having to pay such fees. A legal version of Aereo couldn’t offer the kind of disruption Aereo was capable of, because the courts have declared Aereo’s particular brand of innovation to be illegal.
In other words, TiVo’s version of Aereo will belatedly join a crowded field of over-the-top services, and while the brand name will provide some traction, the end product is likely to only share a passing resemblance to the Aereo people knew.