TV Article

BAD WORD

TiVo marketers turn grammar police -- To protect their brand, the company wants to stop people from using ''TiVo'' as a noun or verb

To avoid becoming the next FedEx or Xerox, the marketers behind a popular digital recording device recently announced that it's no longer okay to use TiVo as a verb or noun (as in ''Dude, TiVo Springer for me'' or''Don't scuz up my TiVo''). ''The only way to protect the value of our brand is by aggressively defending how it's used,'' says chief marketing officer Matt Wisk, who's targeting the press via scathing letters for misusing the trademark. Great...another four-letter word to dance around.

Originally posted Dec 20, 2004 Published in issue #798 Dec 24, 2004 Order article reprints