TiVo 2004 Annual Report Download - page 152

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4.4 Marketing Spending.
(a) Upon Comcast TE Acceptance, Comcast shall market the TiVo Experience Software for [*] following Comcast TE Acceptance through
general marketing campaigns valued at a minimum of [*].
(b) Upon [*] of the TiVo Experience Software in a [*] Comcast Systems [*], Comcast shall make one component of its general marketing
campaigns [*] the TiVo Spot.
(c) In addition to the launch-related marketing programs described in Sections 4.4(a) and 4.4(b) above, upon Comcast TE Acceptance Comcast
will market the TiVo Experience Software as part of its general marketing campaigns [*], and Comcast will engage in general marketing valued at
amounts [*] up to [*] per year [*]. The type of marketing employed in such general marketing campaigns (e.g., television commercials, print
impressions, etc.) will be [*]. [*]
(d) For purposes of Comcast's obligations under this 4.4, advertising distributed by Comcast on Comcast Systems shall be valued at [*].
4.5 [*]. Comcast will be permitted, but not obligated, to [*] of the TiVo Experience Software in connection with [*], during which [*] Comcast will [*]
and TiVo will [*].
4.6 Comcast Marketing Control. Comcast will control the form and content of all marketing messages and materials executed by Comcast that relate
to the TiVo Experience Software (subject to TiVo's trademark usage guidelines in Exhibit J), and TiVo will assist Comcast in the design and development
thereof.
4.7 Independent Marketing by TiVo. TiVo may, in its sole discretion and at its sole expense, conduct additional marketing to support the TiVo
Experience Software [*]. Except as otherwise approved by Comcast in its sole discretion, TiVo's use of any Comcast trademarks shall be limited to the
display of Comcast's then-current, primary logo used to brand Comcast's cable service (the current version of which in effect as of the Effective Date is set
forth on Exhibit O hereto) [*] and any such use shall otherwise be in accordance with Comcast trademark usage guidelines and policies as in effect from time
to time. For the sake of clarity, the foregoing does not restrict TiVo's advertising for the TiVo Standalone Products or the products of TiVo's other commercial
partners. Except as expressly provided in the first sentence of this Section 4.7, the provisions of this Section 4.7 shall not restrict TiVo's right to make
nominative use of any Comcast trademarks as permitted by law.
4.8 Branding of Marketing Materials. Subject to the restrictions and terms of use set forth in Section 1.3, Comcast will include the TiVo logo on all
marketing and sales materials that refer to the TiVo Experience Software, including, without limitation, collateral/brochures, advertisements and retail
merchandising.
[*] Certain information on this page has been omitted and filed separately with the Securities and Exchange Commission. Confidential treatment
has been requested with respect to the omitted portions.
8.