ALVISO, CA: To help generate interest in TiVo as a business and a brand, the company has selected OutCast Communications to handle its corporate communications. SutherlandGold Communications will continue to handle TiVo's consumer PR.OutCast's first efforts were helping TiVo announce a partnership with Nielsen Media Research, in which TiVo will provide a breakdown of how customers are using the technology. "TiVo is an amazing brand that customers are incredibly passionate about," said OutCast partner Caryn Marooney. "They have built the digital-video-recording category. Before them, no one knew you could pause and rewind live TV." OutCast will help with business media relations, earnings statements, and other corporate PR.