After its mid-year launch and close association with a variety of Australian consumer electronic stores, TiVo is about to be taken seriously.  Or so it hopes.

Various reports (here  for instance) suggest that pretty-well every personal video recorder (PVR) sold after the launch was a TiVo.  Somehow I’m not too sure about that – all too often a new ‘flagship product’ will draw more people to the category – to the benefit of all players.

Now, TiVo is back in the “exclusive” business.

If you “wouldn’t be seen dead” shopping for your PVR in a consumer electronics store, have TiVo and David Jones got a deal for you!  Commencing on November 10th, the exclusive retailer will be the only department store to carry it.

As Robbee Minicola, Hybrid Television Services' CEO commented: "With the TiVo media device retailed through David Jones we have reached a significant milestone in the lead up to Christmas. David Jones customers value the convenience of a one shop solution for all their Christmas purchases and now TiVo can be on their gift list. Between the purchase convenience for consumers, the David Jones premium brand and our unique product positioning as a media device, not a PVR, we are well on track to deliver our national footprint."

Gary Neville, general manager - Home Entertainment & Home Furnishing, David Jones adds: "The product's unique offering and additional capabilities as a media device ensures it is well placed with our other premium home entertainment products."

I must admit to some confusion at this point.  One can only assume from these comments that when the TiVo is sold through any-old consumer electronics store its not nearly as cool as when purchased from David Jones.

It’s still hard keeping up with the Joneses!

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David Heath  David Jones  TiVo