As part of its evolving corporate strategy, Macrovision, the owners of Blu-ray BD+ security technologies, has changed its name to Rovi. Broadcast and Cable says:
Macrovision, the analog copy-protection giant which shifted strategy last year by acquiring interactive program guide leader Gemstar-TV Guide for $2.8 billion, is now rebranding itself as "Rovi" to better reflect its new role as a digital delivery company.
The new name, which the company selected after months of industry and consumer research, comes from the middle four letters of "Macrovision." The company will now officially operate under the banner of Rovi Corporation. The new name will also serve as the company's stock symbol, ROVI, on the NASDAQ Global Select Market, and Rovi executives will celebrate the change in New York this morning by officially opening NASDAQ trading.
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