Tara Maitra

VP/GM, Content Service and Ad Sales
TiVo

Why Her? Maitra has had a hand in innovative, game-changing products like TiVo’s new Ad Scorecard. “DVR usage has passed the tipping point,” Maitra says. “The Ad Scorecard is a leading indicator of the shift from linear to time-shifted viewing and a true gauge of how ads resonate with viewers. This is a wake-up call to advertisers offering a peek into commercial ratings data with brand fast-forward rates.”

Easy Does It: Maitra loves TiVo’s app for iPad, which lets users quickly surf content, view guides, schedule recordings, get recommendations and post comments on Twitter or Facebook pages – without interrupting their viewing experience. “It’s a true second-screen experience and an innovative way to interact with your TiVo from the couch or on the road,” she says.

When Will Authentication Be A Success? “When as a consumer, I can pay for content once and truly watch it anywhere without having to think about what device I am on, what room I am in, when the content expires and/or if I can take it with me.”

What You Miss About Analog: “Nothing actually. Except maybe that I was younger! The speed of business changed when we transitioned to digital. We are undoubtedly more efficient. For those who may miss a time when we could not always be reached, I say I’d rather be tethered to my BlackBerry than to the office.”