ALVISO, California: US digital video pioneer TiVo has unveiled upgrades to its services that enable viewers to watch internet videos via their television sets.

The company's 4.4 million subscribers will be able to convert non copy-protected videos (such as user-generated clips and podcasts) held on their PC into a format playable on TV.

However, movies and videos downloaded from online stores such as iTunes will not be supported, though company executives say they are seeking to offer such protected content in the future.

In addition, customers will also be able to transmit videos via the internet to other people's TiVos. For example, users can upload their own home movies and have them sent to friends and relatives.

Comments TiVo ceo Tom Rogers: "Video is interesting for a certain segment to see on a laptop or PC. But for a majority of people, it's not going to be television until it's on the TV set."

He says the expanded service features will further help TiVo stand out from rival DVR providers.

Rogers adds: "We could be the one-stop choice for television viewing in this expanding world of broadband choices."

The company has been struggling as cable and satellite providers introduce their own DVRs. It has been losing money while it tries to build new business lines, including interactive advertising, audience measurement and selling software to cable companies.

Data sourced from New York Times; additional content by WARC staff