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TiVo’s $300 HD Cable DVR Hits Retail Shelves

8/22/2007 10:10 AM Eastern

Pitched as “the ultimate HDTV companion,” TiVo’s lower-priced high-definition digital video recorder is now widely available through retail channels, the company said Wednesday.

The DVR, with a suggested retail price of $299.99, is available at retail outlets including Best Buy and Circuit City, TiVo said. The HD product the company introduced a year ago, the Series 3, carried a far steeper $799 list price.

In addition, Amazon.com is selling the 180-gigabyte version of the TiVo HD DVR for $285.81 – plus free shipping – a 5% discount from the suggested retail price.

TiVo last month kicked off an effort aimed to win support from cable operators that includes a CableCARD-support initiative intended to resolve technical installation issues with the new HD DVR more quickly.

In promoting the new product, TiVo is continuing to drive the message of the “My TiVo Gets Me” campaign, which calls out the DVR’s supposedly anthropomorphic features of being a fun, friendly and smart TV accessory.

“Considering all of the human qualities TiVo embodies, it’s no wonder people have talked about TiVo as a family member or close friend ever since its initial introduction,” TiVo’s recently hired chief marketing officer, Clent Richardson, said in a statement. 

September