Marking an apparent transition from a maker of copy-protection technology for DVDs, to a provider of TV listings data and related services, the Santa Clara, California- based Macrovision Solutions Corp has officially gone in for a change in its name - according to a Thursday announcement, the company has now become Rovi Corp.

Highlighting the need for a change in name of the company, Rovi's chief evangelist, Richard Bullwinkle, said that the new name would better reflect the company's deliberate switch of business - that of being a content security technology developer to a digital entertainment content solutions' developer.

The Rovi President and CEO, Fred Amoroso, said: "Today's announcement is the next step in uniting our technology and people under one shared identity, allowing us to move forward in creating a highly enjoyable entertainment experience for the consumer."

Amoroso added that the name "Rovi" is a verb that means "motion, finding things, moving around. You can Google something. You can Rovi something!"

The changeover for Microvision Solutions began in April 2008, with its $2.3 billion 'cash and stock' acquisition of Gemstar-TV Guide International Inc. Though the company later sold TV Guide magazine and the TV Guide cable channel, it kept the listing service - licensing it to cable and satellite TV providers in the US, Europe, Latin America and Japan.