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Initially, broadcasters and advertisers reacted with fear, but also came to realize the potential of using the technology for data collection and target marketing. These firms employed a mix of investment and litigation to shape the developing industry. Simultaneously, TiVo characterized its relationship to broadcasters and advertisers as advantageous rather than contentious. As a result, the emerging DVR model offers users greater control through time-shifting and increased functionality with content playback, while presenting existing television firms with a platform for audience surveillance.<\/jats:p>","DOI":"10.1177\/1461444806059877","type":"journal-article","created":{"date-parts":[[2006,2,2]],"date-time":"2006-02-02T08:43:30Z","timestamp":1138869810000},"page":"97-115","source":"Crossref","is-referenced-by-count":36,"title":["Tapping into TiVo"],"prefix":"10.1177","volume":"8","author":[{"given":"Matt","family":"Carlson","sequence":"first","affiliation":[{"name":"University of Pennsylvania, USA,"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2006,2,1]]},"reference":[{"key":"atypb1","volume-title":"Reality TV: The Work of Being Watched","author":"Andrejevic, 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