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TiVo Users Get Pizza-on-demand

By Erik Gruenwedel | Posted: 18 Nov 2008

TiVo’s 3.6 million broadband subscribers can now order customized Domino’s Pizza for pick-up or delivery on their TV screen with their remote control.

Subscribers can set up a username and password on Dominos.com, and when they use their remote to place an order, they log in with an account number. 

Alternatively, users can enter their delivery address, build their pizza order right from the TV screen by selecting type of crust, toppings, and sauces, and get the pie delivered by their local Domino’s. The pizza is paid for when delivered.

The new service is seen as a form of interactive advertising and e-commerce designed to circumvent increased fast-forwarding through commercials by digital video recorder (DVR) users.

Analysts say this is the first step in the future of customer interactions with the brands they seek to engage with and buy from. TiVo users can also make purchases from Amazon and buy movie tickets through Fandango on their TV.

“This is a drop compared to the flood of stuff you’re going to see ahead,” Michael Greeson, president of Diffusion Group, told the Los Angeles Times.

Rob Weisberg, VP of precision and print marketing at Domino’s Pizza, said: “This is the first time in history that the on-demand generation will be able to fully experience couch commerce by ordering pizza directly through their television set.”

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