Boxee Rebrands, Cozies Up To Broadcasters

Boxee has changed the name of its box from Boxee TV to Boxee Cloud DVR and revamped the services it offers. The device manufacturer is aiming to cooperate with broadcasters by trying a fresh approach to DVR. CEO Avner Ronen: “Our pitch … is if we move the DVR to the cloud, we can do dynamic ad insertion, so instead of losing the ability to monetize that audience if they’re watching a week later or binge viewing if they’ve recorded the entire season, if you could serve fresh ads whenever somebody is watching it … that is a better way to monetize DVR.”