Makers of home entertainment system TiVo are cutting back on marketing spend in the UK, as new figures in the US have revealed a hike in losses to dollars 206.4 million (pounds 140m).
With its UK launch in October, TiVo bosses kicked off an expensive marketing campaign focusing on television and radio advertising. But from Easter, such advertising will be done opportunistically, and a campaign will be started in which demonstrations of the system will be given at retail outlets such as Dixons.
The switch in marketing focus comes after the US parent company announced it would be focusing on revenue growth and dramatically lowering marketing costs.
Andrew Cresci, vice-president of TiVo UK, blamed the firm's hike in net losses on increasing TiVo sales, as the company has been subsidising the cost to consumers of each TiVo box.
But he added: 'There are no plans to reduce the subsidy for TiVo in the UK.'
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