MUMBAI: Tivo, which creates in television services for digital video recorders (DVR), and American cable television firm Cox Communications have entered into an agreement to make Tivo's DVR and interactive ad service available to select Cox subscribers.

Tivo will customise its cable software for deployment on compatible Cox DVR set-top-boxes. Tivo's downloadable software will allow Cox to deliver the Tivo service in Cox subscriber homes without replacing existing DVR boxes, and without an install appointment. In this way, current Cox DVR customers who wish to enjoy the Tivo service, can quickly and easily add the benefits of Tivo to their DVR subscription.

Cox Digital Cable customers with DVR service who choose to add TiVo to their Cox subscription will enjoy the Tivo user interface as well as new innovations that link the capabilities enabled by Cox's broadband network like On Demand and HD service, with Tivo features like Season Pass recordings, WishListsearches and the recently announced Tivo KidZone.

KidZone gives parents an easy way to safeguard their kids from video content while also helping them discover and choose great educational and age-appropriate shows. The service is expected to launch in select Cox markets in the first half of next year.

The agreement also provides for Cox to distribute Tivo's interactive ad platform which enables an advertising solution that is seamlessly integrated with the Tivo subscriber experience. The new advertising relationship extends Cox Media's leadership in the advanced advertising arena and further expands Tivo's advertising footprint across the US.