Macrovision to become Rovi

Chris Forrester

One has to wonder what Macrovision’s shareholders will say when they formally meet on July 15, but the company’s plan is to change its long-held name to Rovi. Macrovision’s name has been used since the firm was founded in 1983.

But the technology portfolio has changed at Macrovision. “The company is dramatically different than it was just a year ago,” said CEO Fred Amoroso. “As Rovi, we will unite our technology and people under one shared identity that speaks to who we have become and how we will drive our strategy moving forward as a technology leader that powers the discovery and enjoyment of digital entertainment.”

Two factors might have influenced the decision. The first, back in December 2007 when the company acquired Gemstar-TV Guide, and earlier this year when it sold its software division to a private equity group, Thoma Cressey Bravo, for $200m.