360View #003. The Tivo Effect and New Balance Athletic Shoes
The Tivo Effect is a Podcasting mashup of a white Paper (you can get a copy by going to our agency’s front page) that I did in the spring of 2004 and an article I recently read in the Wall Street Journal about New Balance, the athletic shoe company.
First Tivo. When I wrote the white paper I had recently bought a TIVO system. Like most advertising agencies we were starting to think about the effects of the digital video recorder on advertising – which we call the Tivo Effect.
The white paper, “The Tivo Effect”, discussed our thoughts on the effect of Tivo. But rather than worry about lost viewership we discussed the opportunities that come from video on demand television (VOD).
The second part of this Podcast is our assessment of the fantastic idea that New Balance is creating its very own cable TV show, “Exercisetv”, that will run on on-demand cable systems. Hey, when your budget is puny compared with Nike’s you have to be smarter. New Balance is doing just that.
Here is a bit from the press release:
PHILADELPHIA, PA – January 18, 2006 – Comcast Corporation (Nasdaq: CMCSA, CMCSK), the country’s leading provider of cable, entertainment and communications products and services and Jake Steinfeld, of Body by Jake, today announced the launch of exercisetv – the first comprehensive on-demand network dedicated to fitness, sports instruction and motivational programming. Exercisetv offers consumers unprecedented access to the world’s leading fitness video/DVD producers 24 hours a day, seven days a week on video on demand. Developed by Comcast and founded by Jake Steinfeld, with New Balance and Time Warner Cable as additional equity partners, exercisetv now is available to Comcast and Time Warner customers with video on demand.
I love that New Balance is, yeah, just doing it.
February 28th, 2006 at 3:08 pm
Cool! An Oregonian podcast.
February 28th, 2006 at 6:43 pm
Von:
Thanks. Is this a compliment?
Peter
March 1st, 2006 at 9:36 am
I was interested to hear your comments that the jury is still out on your decision to swith to Bend Broadband’s Moxie from Tivo. You commented that Tivo had a better interface yet Moxie integrated better with your cable feed. Since at the end of the day all marketing is local, I’d be eager to learn more of your drill-down thinking here as my family just got Moxie, too. And I’m sure Bend Broadband would be interested in your thoughts as well. And, if you’re right, I’d suggest to them that they retain Ralston 360 to “tivoize” Moxie into even a greater DVR service.
April 6th, 2008 at 12:44 am
Good update, Definitely a comfortable shoe. Seems to have a bit more arch support, absolutely no problems with hot-spots, chafing, or blistering. Like the cushioning