• Reuters, Friday, March 20, 2009 10:30 AM

Cable and online TV companies think tough economic times will help them grow, betting that thrifty consumers will stay home and keep spending on home entertainment.

People are clearly looking for cheaper entertainment, according to Tom Rogers, TiVo CEO. He adds that while consumers may be reluctant to make large purchases, they seem prepared to pay for a high-definition TV. TiVo hopes to be the company chosen by viewers overwhelmed by a plethora of TV channels and content. "We call it the easy couch-potato approach," Rogers says.

In the wake of the downturn, TiVo has tried to reposition itself to appeal to cost-conscious consumers. Its software is also used in DVRs offered by television service providers such as Comcast and DirectTV Group Inc, which Rogers hopes will boost subscriber growth by next year.

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