"Tivo started as a way to record television and what a DVR now stands for in our mind, when it's a Tivo, is it's a digital video retriever or digital video receiver. It doesn't just record, but it goes out and finds content that may not be on regular television. And what we announced is the ability to elevate Web content to that of prime time television program by taking the very popular Season Pass setting on Tivo, which allows you, say, to take any prime time show and make sure all episodes of it are automatically recorded, and there waiting for you whenever you want to watch it, and do the same thing with Internet content. So it's there regularly when you want it and it's an automated feature. You don't have to go out and do a lot of work to somehow figure out how to get Internet content onto your television set." Tivo CEO Tom Rogers. The service began partnering with Amazon.com's Unbox service last summer…allowing customers to download movies and TV shows. Rogers says over 50 percent of Tivo owners have their boxes hooked up to high speed Internet connections. Bloomberg Boot Camp, I'm Fred Fishkin.