In only a few years on the market, TiVo has become one of those brand names, like Scotch tape or Kleenex tissues, that consumers use to refer to an entire industry, regardless of actual brand. But even as its name continues to be the industry gloss for digital video recorders (DVRs), TiVo is in danger of being pushed out of the top spot among DVR producers by a raft of competitors, including cable companies which can package their DVRs with attractive channel packages.