ALVISO, CA: TiVo has hired Kathryn Kelly as senior manager of PR. She will oversee all corporate communications, including product launches, awareness programs, and agency relationships. Kelly will report to VP of marketing Susan Cashen. Before taking the most senior PR position at TiVo, Kelly was director of marketing communications at YesVideo. She also has worked at Walt & Company, Roxio, and Adaptec. Executive search firm Shulman Associates placed Kelly at TiVo.
"What attracted me to TiVo is my background in consumer technology, and the Bay Area really doesn't have many consumer technology companies," said Kelly. "TiVo is a great brand. But [digital video recording] is a growing space, and it's not mainstream yet."
One of TiVo's challenges is to convince consumers that the system is more than just another way to record programs and that its use doesn't lead to one becoming a couch potato.
"It helps you watch TV smarter," said Kelly. "That's the perception we need to get people to understand, and how it can enhance their lives. A lot of people think their VCRs are good enough. They're not."
The other challenge facing TiVo is making sure the brand does not become diluted as other businesses, such as cable companies, begin offering DVR capabilities. As it becomes increasingly important for TiVo to differentiate its service, Kelly added, it must make sure it is seen as more than just a cool technology.
TiVo recently hired OutCast Communications to handle its corporate communications. SutherlandGold Communications manages the consumer PR account.