TiVo, pioneers of digital video recording, has slashed the price of its HD recorder set top box in an attempt to attract new high-definition buyers in the US. The new TiVo HD was announced today at the affordable price of $300 – that’s $500 less expensive than the preceding TiVo Series 3 model.
"It's a great HDTV complement," says Jim Denney, TiVo vice-president of product marketing. "You get a truly broadband-based home entertainment experience, but we're making sure we do that at a price point that it isn't something you have to think about hard before buying."
The new device allows customers that subscribe to TiVo’s serviceto find and record both HD and standard-definition TV programmes while watching a third programme at the same time. There’s also an integrated cableCARD slot that allows US customers to use the recorder as their primary cable set top box.
To cut costs the TiVo HD features a smaller 160GB hard drive that can store about 20hrs of HD programming or up to 180hrs of standard-definition content. It connects to the Internet to download programmes and exclusive content.
TiVo hopes the lower cost will attract customers who are not put off by TiVo’s monthly subscription charge. "The $799 Series 3 box priced everyone but the power users and tech innovators completely out of the market," says Michael Greeson, principal analyst at the Diffusion Group, a research firm. "The new unit makes TiVo and HD palatable for the mainstream consumer."
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