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Royal Caribbean International + TiVo

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ALVISO, Calif., Sept. 29 /PRNewswire-FirstCall/ -- TiVo Inc.

(Nasdaq: TIVO), creator of and a leader in digital video recording services

(DVRs) and Royal Caribbean International today announced that Royal Caribbean

will be the first cruise line to advertise on the TiVo platform. Royal

Caribbean will use the TiVo platform to promote a one-hour TV special designed

to break down the barriers to cruising and attract first-time cruisers. The

program will premiere on The Travel Channel on October 14th at 9 p.m.

Taking advantage of TiVo's proprietary lead generation and tagging

technology, Royal Caribbean's high-energy 30-second advertising spots, "Golf,"

"Rock Wall," and "Pisa," will become interactive, providing subscribers with

the opportunity to learn more about cruising to one of Royal Caribbean's many

destinations. Regardless of at what time or on what channel the spots air,

TiVo subscribers will be able to simply click a button on their remote to move

from the 30-second spot to a TiVo Showcase featuring a two-minute video

encouraging consumers to record The Travel Channel special.

The one-hour program highlighted in the TiVo Showcase features Samantha

Brown, a Travel Channel personality, who has seen the world -- but never

before from the vantage point of a cruise ship. Samantha takes a 12-night

Mediterranean vacation aboard Royal Caribbean International's Brilliance of

the Seas. TiVo subscribers can watch as Samantha luxuriates in the opulence of

Nice, shops 'til she drops in Florence, uncovers hidden treasures in Naples,

wraps herself in the romance of Venice, and zigzags the back roads of Corfu.

In addition, viewers of the TiVo Showcase also will be able to order

information on Royal Caribbean and record two other Travel Channel programs on

cruising with the line in the Caribbean and Alaska. Once finished viewing the

promotional content, viewers will be returned to the program they were

watching, right where they left off.

"This new effort allows us to share the outstanding ships and destinations

as well as the unforgettable experiences Royal Caribbean offers with current

and potential cruisers in an exciting new way," said Dan Hanrahan, senior vice

president, Marketing and Sales, for Royal Caribbean International. "We have

been consistently impressed with TiVo's creative use of technology and their

track record of offering unexpected innovations to consumers, much like our

own brand."

The TiVo campaign, an extension of Royal Caribbean's traditional

advertising efforts, was placed by MPG in Boston and concepted by Arnold


"Consumers are getting harder and harder to reach through traditional

media outlets. TiVo gives us the opportunity to communicate with consumers in

a way that cannot be done in a 30-second TV spot," said Steve Dow, VP Account

Director at MPG. "Royal Caribbean is an innovator in the cruise industry and

this innovative new medium is a perfect fit for the brand."

"Royal Caribbean's campaign demonstrates the ability marketers have with

TiVo Showcases to generate qualified leads, enhance their 30-second ads, and

better measure the effectiveness of their advertising campaigns," said

Marty Yudkovitz, president of TiVo. "TiVo is the leading DVR on the market

offering advertising opportunities for brands and programmers, while offering

consumers complete control over what and when they watch."

Royal Caribbean will join some of the world's leading consumer brands

including General Motors, Coca-Cola, Universal Pictures, Nissan, Fox and

Charles Schwab, who have used the unique promotional capabilities of the TiVo

Showcase technology to introduce new products and promotions.

TiVo Showcases allow marketers to deliver several minutes of video

directly to the DVRs of TiVo subscribers across the country. The content

remains on the hard drive for the duration of the campaign so subscribers can

opt-in to view the content at any time. The lead generation capabilities

offered by the TiVo service allow subscribers to request more information from

advertisers, as well as provide advertisers with the ability to promote

special offers directly to viewers.

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