Profile: Peter Lowe

May 28, 2001  •  Post A Comment

Title: Director of product marketing for TiVo.
Background: Before joining TiVo in October, Mr. Lowe spent nine years with Apple-most recently as director of product marketing for the operating system and software products.
Current projects: “Over the last few months, we’ve been rolling out a new version of our service to our existing customers. Our goal with this new version is to give our customers even greater control over their television viewing without making television more complex. We always want to make sure that whatever we do, we make it as easy and intuitive as possible. For example, this new version of our service lets people identify their favorite actor using something called `wish lists.’ TiVo will automatically get all of the programs that include that actor and record them for our customers so that when they sit down to watch TV they always have programs ready and waiting that they’re going to enjoy.”
Challenges: “Customers are absolutely embracing the technology. They love the service. But the greatest single challenge we have is one of education. People say, `I can’t even hook up my VCR.’ It’s hard for them to comprehend the idea that this box we’re delivering and the service that works with this box is actually a lot easier than that VCR.”
Changing TV: “People recognize that, over the years, advertising models and systems of business change. In the early days of TV, programs had all their sponsorship and advertising in the context of the program itself. There wasn’t this idea of separate advertisements. We’ve moved into a different model over the last 20 or 30 years, and I’m sure over time technology and new kinds of programming are going to help shift the model once again. Most of our partners understand these things are going to change over time, and that’s why they’re partnering with us-because they want to participate in these kinds of changes.”