MAM
Tivo launches direct response interactive advertising programme
MUMBAI: TiVo which invented the digital video recorder (DVR) in the US and constantly looks to create advertising solutions and television services for DVRs has announced that five brands have agreed to use its next generation advertising technology solution for direct response programmes.
The companies are Ameriquest, E*Trade Financial, Nautilus, Novartis, and Tylenol. The features of the new direct response interactive advertising solution will enable these select advertisers to insert a customized call to action or branded “tag” in their commercial spots, eliminating the need for long form advertising content and leading to a better response rate over traditional direct mail campaigns. By participating in the direct response campaign advertisers will have the ability to further engage their target audience.
Tivo executive VP and CFO Dave Courtney said, “TiVo continues to lead the advertising industry in technological advancements and innovative advertising solutions by enabling advertisers to reach the most interested and highest value consumer. These new features allow TiVo to partner with leading pharmaceutical and financial companies with significant experience in the
direct response space.”
The earlier mentioned five companies each are first time users of the interactive solution. Tivo states that with the opportunity to provide more information and special offers to further engage a highly valuable target audience, these advertisers will be able to reach over one million TiVo Series2 subscribers.
E-Trade’s marketing model is based on a test-and-learn approach, which provides us with innovative ways to reach our target, value-driven customer. The company states that its motto, which is to challenge the ordinary, compels it to work with a broad spectrum of partners and technologies, like TiVo and direct response technology, to expose
television viewers to its brand and value proposition.
Courtney adds, “Tivo provides the only DVR platform to effectively enhance TV advertising using an interactive lead generation programme. Tivo is committed to providing our advertisers with the information they need to know about what type of content their target audience is voluntarily viewing and what types of interactive advertising features can enhance their advertising messages.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
