Maitra brings the hot- test entertainment apps to the TiVo platform, allowing TiVo customers to access more content from their favorite sources. Going forward, in addition to adding more content choices for customers, she is determined to grow TiVo Research’s presence in the measurement and analytics industry. She has also set her sights on capturing more market share within programmatic TV buying and planning industry. “Programming has a good mix of women and men at most job levels,” she says. “Technology always seems to lag behind but there is a bit of a chicken and egg problem at work too.”