Amazon and TiVo are thinking outside of the Unbox.
The companies have begun testing a new service that will let TiVo users watch videos rented or bought over the Internet directly on their televisions.
Full movies and TV shows will be available to TiVo owners who subscribe to the Amazon Unbox service. Unbox lets users watch Internet video and listen to music on their computers--now, that content will be downloadable to the user's TiVo.
TiVo says this new experience differs from other online content sites.
"It's one thing for viewers to be looking at YouTube content online, but when it comes to full-length television and movies, for most people, it's not television until it's really on the TV," TiVo CEO Tom Rogers told Reuters.
Yesterday, retail giant Wal-Mart announced it is jumping into the movie-download business, directly competing with Apple's iTunes.