1. Making the Entertainment Experience More Efficient Making the Entertainment Experience More Efficient Now Playing: TiVo Gender and TiVo Gender and TiVo Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor. Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor.

2. TiVo has become incredibly popular, now a verb TiVo has become incredibly popular, now a verb Increased Usability Makes Viewing Television More Efficient, Effective Does This through two main functionalities Increased Searching Ability and Recording

3. Increased Searching Can Search all programs Can Search all programs Set up 1 st Season Pass And 2 nd WishList 1 st Never Miss a Show, Blocks Repeats 2 nd In addition: Search Actor, Director, Genre

4. TiVo recommends new shows based on preferences TiVo recommends new shows based on preferences Recommend Shows Recommendations made on Viewing History Also based on simple Thumbs UP or DOWN

5. Record a Show to Watch Anytime Record a Show to Watch Anytime Same Show : Anytime! No longer base schedule around network times TV on your terms, more efficient use of your time

6. TiVo allows User to Skip the unwanted commercials TiVo allows User to Skip the unwanted commercials Same Show, Faster! Fast Forward through any part of the show An hour show now takes 46 minutes

7. Average American watches 226 to 248 min per day Average American watches 226 to 248 min per day Lots of Free Time 14 minutes on Average of Commercials per hour Skipping commercials saves real time 57 min/day = 6.7 hr/week = 14.5 days/year

8. How to spend this time Will Watch more TV than before Will Watch more TV than before People Watch more TV with TiVo Greater satisfaction, Greater Consumption Similar to arguments against fast food franchises

9. Building in the user’s reaction time Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system Automatic Playback Overshoot Correction Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.” Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.” What is overshoot correction???

10. Why do we need overshoot correction? Why do we need overshoot correction? Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System Common Sense...Right??? Each system has a cycle time (τ) equal to roughly [70 msec] A user must recognize an image as part of the content the user wishes to view, and then act accordingly: this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical action in response to the visual stimuli, it takes [240 msec] Each system has a cycle time (τ) equal to roughly [70 msec] A user must recognize an image as part of the content the user wishes to view, and then act accordingly: this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical action in response to the visual stimuli, it takes [240 msec] Cycle Times Cycle Times

11. Fast-Forwarding at 1x, 2x, and 3x Fast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3x hit button once for 1x, twice for 2x, and 3 times for 3x Fast-Forwarding at 1x, 2x, and 3x Fast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3x hit button once for 1x, twice for 2x, and 3 times for 3x TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play TiVo Technical Specs Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x What does this mean for frame rates? What does this mean for frame rates?

12. Fast-Forwarding at 1x, 2x, and 3x Fast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3x hit button once for 1x, twice for 2x, and 3 times for 3x Fast-Forwarding at 1x, 2x, and 3x Fast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3x hit button once for 1x, twice for 2x, and 3 times for 3x TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play TiVo Technical Specs Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x What does this mean for frame rates? What does this mean for frame rates?

13. Timelines Timelines (Standard TiVo Status Bar displayed below) (Standard TiVo Status Bar displayed below) Implications 11:30 12:00 11:45 Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement. Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement.

14. fast-forwarding timeline fast-forwarding timeline At 1x, T =.720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use. At 1x, T =.720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use. Magnification Real-time  0---------240msec Program Image appearance User Initiates play command T (sec) program time  TiVo uses Correction Factors very Close to these numbers!!! i.e. ~6 seconds & ~12 seconds For 2x & 3x respecitively TiVo uses Correction Factors very Close to these numbers!!! i.e. ~6 seconds & ~12 seconds For 2x & 3x respecitively

15. Adaptive Automatic Overshoot Correction Adaptive Automatic Overshoot Correction Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user. Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user. More Advanced Versions Neural Networks in TiVo??? TiVo has patented the idea of training the the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly. Neural Networks in TiVo??? TiVo has patented the idea of training the the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly. Predictive Adaptive Automatic Overshoot Correction Predictive Adaptive Automatic Overshoot Correction

16. Trying to shed stigma attached to consumer electronics Trying to shed stigma attached to consumer electronics Gender Differences Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized Targeting individualist in both female and male consumers Targeting individualist in both female and male consumers All about YOU as “I” is sandwiched between “T” and “V” All about YOU as “I” is sandwiched between “T” and “V”

17. Design of Remote- gender neutral Design of Remote- gender neutral Gender Differences Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional” Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool

18. Peanut-shaped- also comfortable- essential feature Peanut-shaped- also comfortable- essential feature Gender Differences Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green Colors- feature added to attract women Colors- feature added to attract women

19. Display of Program Display of Program Gender Differences Color- feature added to attract women Color- feature added to attract women background and selected text colored, background and selected text colored, and logo has multitude of colors and logo has multitude of colors Color- feature added to attract women Color- feature added to attract women background and selected text colored, background and selected text colored, and logo has multitude of colors and logo has multitude of colors Sound effects and “illumination”- features added Sound effects and “illumination”- features added To attract men To attract men Sound effects and “illumination”- features added Sound effects and “illumination”- features added To attract men To attract men

20. Women more of a powerhouse in consumer electronics Women more of a powerhouse in consumer electronics Gender Differences Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003

21. Gender Differences Technology/Consumer Technology/Consumer electronic gap between men and women narrowing men and women narrowing Technology/Consumer Technology/Consumer electronic gap between men and women narrowing men and women narrowing

22. Gender Differences However, gap for TiVo wider despite gender neutral features However, gap for TiVo wider despite gender neutral features

23. Some argue it is because men more inclined to buy Some argue it is because men more inclined to buy new entertainment products and services new entertainment products and services Some argue it is because men more inclined to buy Some argue it is because men more inclined to buy new entertainment products and services new entertainment products and services Gender Differences Ex: DVD players, more men own them, so now Ex: DVD players, more men own them, so now more females are inclined to buy because they are more females are inclined to buy because they are later adopters later adopters Ex: DVD players, more men own them, so now Ex: DVD players, more men own them, so now more females are inclined to buy because they are more females are inclined to buy because they are later adopters later adopters Others argue it is because TiVo not marketed towards women Others argue it is because TiVo not marketed towards women Has not discovered the marketing opportunity that Has not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females Has not discovered the marketing opportunity that Has not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females

24. Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged from competent with technology, thus discouraged from utilizing it utilizing it Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged from competent with technology, thus discouraged from utilizing it utilizing it Gender Differences TiVo still has male stigma (replay button for sports) TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs to attached to it despite gender-neutral features, needs to implement some changes such as marketing strategy implement some changes such as marketing strategy TiVo still has male stigma (replay button for sports) TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs to attached to it despite gender-neutral features, needs to implement some changes such as marketing strategy implement some changes such as marketing strategy