TiVo Makes Pact With Short Film Company15 Oct, 2002 By: Hive News
TiVo is partnering with LA-based production company Standard Film Trust (SFT) to deliver original short-film programming directly to its subscribers. The alliance will let TiVo offer SFT's creative content to leading marketers who can use the short films as vehicles for branding and promotional campaigns on the TiVo service.
The partnership with Standard Film Trust marks another step in TiVo's campaign to expand the use of its service for delivering creative programming and advertising. Over the past several months, leading film, music and consumer electronics companies have been working with TiVo's advertising capabilities. These "advertainment" programs have allowed marketers to break the mold of 30-second spots to create long-form branding and promotional campaigns. Universal Music and New Line Cinema have promoted albums and blockbuster films on TiVo in the past few months.
Standard Film Trust, a producer of celebrity-driven short films, has produced films featuring Kathy Bates, Tate Donovan, Richard Kind, George Clooney, Samantha Mathis, Grant Heslov, Dominic West, Jennifer Aniston, Alexandra WentworthStephanopoulos and Marisa Tomei.
"With a TiVo audience of more than 1 million viewers, it's clearly a unique opportunity for delivering our quality, celebrity-driven content to the TiVo audience so it's a very organic fit," said StandardFilm Trust founder Robert Bauer. "Many of the people who have made short films with Standard Film Trust love their TiVos. It's very exciting to have this unique distribution outlet in place, so that we can now create our brand-sponsored content with TiVo in mind."
Unlike over-the-air broadcasts, content that is sent to TiVo is stored on a hard drive connected to the television. Viewers can then watch the programming when they want. Since the programming content is stored digitally, viewers can pause, fast-forward and rewind the content just as they can on DVD or VCR.
A gala celebrating the partnership is scheduled today at the Los Angeles night club Viceroy and will feature a performance by pop singer Vanessa Carlton and the directorial debut of an SFT film from Hank Azaria.