What it does, he says, is drive people to sample the show.

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We believe TiVo's viewing data is indispensable, given the rise of on-demand viewing, and will be even more so with a larger sample set, and we believe that this is an area where we can drive incremental growth in the future.

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Hughes sped from San Francisco to Livermore ("a 45-minute drive that took 20 that day, " he recalls) and left a half-bottle sample with the receptionist.

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