After becoming a Digital Video Recorder (DVR) innovator more than one decade ago, TiVo has had some big problems including cable companies' leasing similar devices to subscribers, and DVRs gradually being phased out by streaming devices. TiVo's Bolt DVR box represents wholesale changes at the company, while a Pro DVR will be launched next year for loyal fans.
The box's difference is apparent by one quick look. Bolt is an angular white box that ditches the traditional, simple design of past DVR models.
In a Q&A session with loyal fans this week, TiVo's Chief Marketing Officer (CMO) Ira Bahr stated that the company is looking at things differently. It wants to add "new life" to the brand.
Bahr stated that the company is not only tweaking its products, but also rebranding its DVR devices. It is a bold move for the company.
TiVo's CMO was blunt with the company's fans about its situation. It had 150,000 activations in the last fiscal year, and its hardcore fans are unable to sustain its retail business, according to The Verge. The company must expand its customer base in order to capture a bigger slice of the market share that includes millions of Web streamers.
Ironically, the TiVo Bolt has fewer bells and whistles than the previous model. That includes four tuners instead of six, and a drop in storage capacity.
Still, the Bolt also includes some key upgrades. They include a faster interface, 4K streaming, and QuickMode/SkipMode features.
An Amazon Fire TV app will be available next week, according to Engadget. It will support recorded content inside and outside of homes.
Next year TiVo will also launch a Pro model. It will have at least six tuners and 2 terabytes of storage. A 4K Mini model and Over-The-Air (OTA) model for cable-cutters are also in the works.
Here is a first look at TiVo's Bolt DVR: