JAMES BARTON

AGE: 47
OCCUPATION: Co-founder, Chief Technology Officer and Senior Vice President of TiVo
NUMBER OF TIME COVERS: 0
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: Created one of the first digital video recorders, which have revolutionized the way consumers and advertisers approach television content.

CON: With monthly fees and boxes priced well over the standard DVRs offered through cable companies, many customers eschew TiVo's extra features in the name of thrift.