making the entertainment experience more efficient making the entertainment experience more...
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Making the Entertainment Experience More EfficientMaking the Entertainment Experience More Efficient Making the Entertainment Experience More EfficientMaking the Entertainment Experience More Efficient
Now Playing: TiVoNow Playing: TiVo
Gender and TiVo
Gender and TiVo
Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor.
Automatic Playback Overshoot Correction: TiVo understands the Human Machine Processor.
TiVo has become incredibly popular, now a verbTiVo has become incredibly popular, now a verb TiVo has become incredibly popular, now a verbTiVo has become incredibly popular, now a verb
Increased UsabilityIncreased Usability
Makes Viewing Television More Efficient, Effective
Does This through two main functionalities
Increased Searching Ability and Recording
Increased SearchingIncreased Searching
Can Search all programsCan Search all programs Can Search all programsCan Search all programs
Set up 1st Season Pass And 2nd WishList
1st Never Miss a Show, Blocks Repeats
2nd In addition: Search Actor, Director, Genre
TiVo recommends new shows based on preferencesTiVo recommends new shows based on preferences TiVo recommends new shows based on preferencesTiVo recommends new shows based on preferences
Recommend ShowsRecommend Shows
Recommendations made on Viewing History
Also based on simple Thumbs UP or DOWN
Record a Show to Watch AnytimeRecord a Show to Watch Anytime Record a Show to Watch AnytimeRecord a Show to Watch Anytime
Same Show : Anytime!Same Show : Anytime!
No longer base schedule around network times
TV on your terms, more efficient use of your time
TiVo allows User to Skip the unwanted commercialsTiVo allows User to Skip the unwanted commercials TiVo allows User to Skip the unwanted commercialsTiVo allows User to Skip the unwanted commercials
Same Show, Faster!Same Show, Faster!
Fast Forward through any part of the show
An hour show now takes 46 minutes
Average American watches 226 to 248 min per dayAverage American watches 226 to 248 min per day Average American watches 226 to 248 min per dayAverage American watches 226 to 248 min per day
Lots of Free TimeLots of Free Time
14 minutes on Average of Commercials per hour
Skipping commercials saves real time
57 min/day = 6.7 hr/week = 14.5 days/year
How to spend this timeHow to spend this time
Will Watch more TV than beforeWill Watch more TV than before Will Watch more TV than beforeWill Watch more TV than before
People Watch more TV with TiVo
Greater satisfaction, Greater Consumption
Similar to arguments against fast food franchises
Building in the user’s reaction timeBuilding in the user’s reaction timeBuilding in the user’s reaction timeBuilding in the user’s reaction time
Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system Tivo is the first and only media playing device, (CD, VCR, DVD, PVR) to employ an overshoot correction system
Automatic Playback Overshoot CorrectionAutomatic Playback
Overshoot Correction
Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.”
Tivo’s patent for the automatic overshoot correction system describes the functioning of the device as follows: “the invention automatically corrects for the difference between the user's expected stop position in the program material and the actual position where the media was stopped whenever the user terminates fast forwarding or reversing the program material. In addition, the invention provides a system that is operationally transparent to the user.”
What is overshoot correction???What is overshoot correction???What is overshoot correction???What is overshoot correction???
Why do we need overshoot correction?Why do we need overshoot correction? Why do we need overshoot correction?Why do we need overshoot correction?
Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System
Recall: Card, Moran, & Newell (1983): The Human Information-Processor Perceptual System, Cognitive System, and Motor System
Common Sense...Right???Common Sense...Right???
Each system has a cycle time (τ) equal to roughly [70 msec]
A user must recognize an image as part of the content the user wishes to view, and then act accordingly:
this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical
action in response to the visual stimuli, it takes [240 msec]
Each system has a cycle time (τ) equal to roughly [70 msec]
A user must recognize an image as part of the content the user wishes to view, and then act accordingly:
this requires a minimum of 3 cycles, a perceptual cycle, cognitive cycle, and motor cycle, in order to initiate a physical
action in response to the visual stimuli, it takes [240 msec]
Cycle TimesCycle Times Cycle TimesCycle Times
Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x
Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x
TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play
TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play
TiVo Technical SpecsTiVo Technical Specs
Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x
Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x
What does this mean for frame rates?What does this mean for frame rates? What does this mean for frame rates?What does this mean for frame rates?
Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x
Fast-Forwarding at 1x, 2x, and 3xFast-Forwarding at 1x, 2x, and 3x hit button once for 1x, twice for 2x, and 3 times for 3xhit button once for 1x, twice for 2x, and 3 times for 3x
TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play
TiVo has three settings: 1x = 300% of original play speed, or 3 times speed of normal play 2x = 2000% of original play speed, or 20 times speed of normal play 3x = 6000% of original play speed, or 60 times speed of normal play
TiVo Technical SpecsTiVo Technical Specs
Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x
Assuming 30 fps for tv: At 1x, in 1 second, 90 frames must fit into 1 second: 2/3 frames are cut 10 fps are being displayed at 30 fps to progress 3 seconds within 1sec Analogous calculations for 2x and 3x
What does this mean for frame rates?What does this mean for frame rates? What does this mean for frame rates?What does this mean for frame rates?
TimelinesTimelines TimelinesTimelines
(Standard TiVo Status Bar displayed below)
(Standard TiVo Status Bar displayed below)
ImplicationsImplications
11:30 12:00
11:45
Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement.
Programs viewed at 1x do not really require overshoot correction Users can still view fluid motion, each frame is still close enough and played at a virtual rate of 10fps, the rate that CMN says is the minimum amount that can give the illusion of movement.
fast-forwarding timelinefast-forwarding timeline fast-forwarding timelinefast-forwarding timeline
At 1x, T = .720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use.
At 1x, T = .720 seconds At 2x, T = 4.8 seconds At 3x, T = 14.4 seconds These are our rough estimates Using CMN model calculations For the expected jump-back Amounts TiVo should use.
Magnification Magnification
Real-time 0---------240msec
Program Image appearance
User Initiates play command
T (sec)
program time TiVo uses TiVo uses CorrectionCorrectionFactors veryFactors veryClose to theseClose to thesenumbers!!! i.e.numbers!!! i.e.~6 seconds &~6 seconds &~12 seconds~12 secondsFor 2x & 3xFor 2x & 3xrespecitivelyrespecitively
TiVo uses TiVo uses CorrectionCorrectionFactors veryFactors veryClose to theseClose to thesenumbers!!! i.e.numbers!!! i.e.~6 seconds &~6 seconds &~12 seconds~12 secondsFor 2x & 3xFor 2x & 3xrespecitivelyrespecitively
Adaptive Automatic Overshoot CorrectionAdaptive Automatic Overshoot Correction Adaptive Automatic Overshoot CorrectionAdaptive Automatic Overshoot Correction
Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user.
Displays training Video, determines the speed of user reaction time Personalizes the jump-back for the user.
More Advanced VersionsMore Advanced Versions
Neural Networks in TiVo??? TiVo has patented the idea of training the
the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly.
Neural Networks in TiVo??? TiVo has patented the idea of training the
the personal video recorder to do “predictive” jump backs. That is, there is a possibility to create an autonomous fast-forwarding machine that recognizes when a program is on and when a commercial is on, and depresses the fast-forward and play button accordingly.
Predictive Adaptive Automatic Overshoot CorrectionPredictive Adaptive Automatic Overshoot Correction Predictive Adaptive Automatic Overshoot CorrectionPredictive Adaptive Automatic Overshoot Correction
Trying to shed stigma attached to consumer electronicsTrying to shed stigma attached to consumer electronics Trying to shed stigma attached to consumer electronicsTrying to shed stigma attached to consumer electronics
Gender DifferencesGender Differences
Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized Logo- gender neutral, anthropomorphized
Targeting individualist in both female and male consumersTargeting individualist in both female and male consumers Targeting individualist in both female and male consumersTargeting individualist in both female and male consumers
All about YOU as “I” is sandwiched between “T” and “V”All about YOU as “I” is sandwiched between “T” and “V” All about YOU as “I” is sandwiched between “T” and “V”All about YOU as “I” is sandwiched between “T” and “V”
Design of Remote- gender neutral Design of Remote- gender neutral Design of Remote- gender neutral Design of Remote- gender neutral
Gender DifferencesGender Differences
Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional” Peanut-shaped remote “playful yet functional”
Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports Appeals to men- playful context: games and sports
Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool Appeals to women- functional context: learning tool
Peanut-shaped- also comfortable- essential featurePeanut-shaped- also comfortable- essential feature Peanut-shaped- also comfortable- essential featurePeanut-shaped- also comfortable- essential feature
Gender DifferencesGender Differences
Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green
Pause button- colored yellow, Program rating “thumbs Pause button- colored yellow, Program rating “thumbs up” and “thumbs down” button colored red and green up” and “thumbs down” button colored red and green
Colors- feature added to attract women Colors- feature added to attract women Colors- feature added to attract women Colors- feature added to attract women
Display of ProgramDisplay of Program Display of ProgramDisplay of Program
Gender DifferencesGender Differences
Color- feature added to attract womenColor- feature added to attract women background and selected text colored, background and selected text colored,
and logo has multitude of colorsand logo has multitude of colors
Color- feature added to attract womenColor- feature added to attract women background and selected text colored, background and selected text colored,
and logo has multitude of colorsand logo has multitude of colors
Sound effects and “illumination”- features addedSound effects and “illumination”- features added To attract men To attract men Sound effects and “illumination”- features addedSound effects and “illumination”- features added To attract men To attract men
Women more of a powerhouse in consumer electronicsWomen more of a powerhouse in consumer electronics Women more of a powerhouse in consumer electronicsWomen more of a powerhouse in consumer electronics
Gender DifferencesGender Differences
Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003 Accounted for $55 billion of $98 billion spent in 2003
Gender DifferencesGender Differences
Technology/Consumer Technology/Consumer electronic gap between electronic gap between
men and women narrowing men and women narrowing
Technology/Consumer Technology/Consumer electronic gap between electronic gap between
men and women narrowing men and women narrowing
Gender DifferencesGender Differences
However, gap for TiVo wider despite gender neutral featuresHowever, gap for TiVo wider despite gender neutral features However, gap for TiVo wider despite gender neutral featuresHowever, gap for TiVo wider despite gender neutral features
Some argue it is because men more inclined to buySome argue it is because men more inclined to buy new entertainment products and servicesnew entertainment products and services
Some argue it is because men more inclined to buySome argue it is because men more inclined to buy new entertainment products and servicesnew entertainment products and services
Gender DifferencesGender Differences
Ex: DVD players, more men own them, so nowEx: DVD players, more men own them, so now more females are inclined to buy because they aremore females are inclined to buy because they are later adopterslater adopters
Ex: DVD players, more men own them, so nowEx: DVD players, more men own them, so now more females are inclined to buy because they aremore females are inclined to buy because they are later adopterslater adopters
Others argue it is because TiVo not marketed towards womenOthers argue it is because TiVo not marketed towards women Others argue it is because TiVo not marketed towards womenOthers argue it is because TiVo not marketed towards women
Has not discovered the marketing opportunity thatHas not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females
Has not discovered the marketing opportunity thatHas not discovered the marketing opportunity that TiVo = Oprah for 55 million working females TiVo = Oprah for 55 million working females
Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged fromcompetent with technology, thus discouraged from utilizing it utilizing it
Still have prevalent stereotype that women not Still have prevalent stereotype that women not competent with technology, thus discouraged fromcompetent with technology, thus discouraged from utilizing it utilizing it
Gender DifferencesGender Differences
TiVo still has male stigma (replay button for sports)TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs toattached to it despite gender-neutral features, needs to implement some changes such as marketing strategyimplement some changes such as marketing strategy
TiVo still has male stigma (replay button for sports)TiVo still has male stigma (replay button for sports) attached to it despite gender-neutral features, needs toattached to it despite gender-neutral features, needs to implement some changes such as marketing strategyimplement some changes such as marketing strategy