DVR vendor/service provider, TiVo, has scored what may be another significant win in the cable space (note: earlier this year, the company signed a deal with the US's largest cable MSO, Comcast--see [itvt] Issue 5.95 Part 2). The company revealed earlier this week that it has signed an agreement with the National Cable Television Cooperative (NCTC), a purchasing organization that represents over 1,000 independent cable operators, which collectively serve around 14 million subscribers. The deal, whose financial terms have not been disclosed, will allow TiVo to offer its service through the NCTC as a standalone option to the NCTC's member base: NCTC members, many of which do not currently offer DVR service, will now be able to independently market TiVo's technology, brand and service to their customers. Many of the NCTC's member operators are located in rural areas where they face stiff competition from satellite TV providers, DirecTV and EchoStar, both of which offer DVR service. The deal will also see TiVo's interactive advertising platform made available to NCTC members. According to TiVo, a number of NCTC members have already started deploying its service, including Benton Cablevision of Rice, Minnesota. "TiVo's brand loyalty and industry leadership makes this a terrific partnership for us," Benton Cablevision spokesperson, Cheryl Scapanski, said in a prepared statement. "Adding TiVo service to our list of options helps us differentiate ourselves."