TiVo to begin Amazon service

Users of TiVo Inc.’s digital video recorders will be able to order movies from Amazon.com Inc. directly from their TVs starting today.

The two companies teamed in March to deliver Amazon’s Unbox download service to TiVo devices, but the feature required users to place orders via computers through Amazon’s website.

Now, PC intervention won’t be needed. The new “buy on TV” feature enables TiVo users to search Amazon’s video catalog and rent or purchase titles using their TiVo’s remote control.

The feature works for owners of TiVo Series2 and Series3 broadband-connected digital video recorders.

The new feature is the latest example of how companies including Microsoft Corp., Wal-Mart Stores Inc. and Apple Inc. are trying to find ways to deliver online videos to the living room.

TiVo developed a safeguard that requires users to punch in a five-digit password to complete the transaction, said Jim Denney, TiVo’s vice president of product marketing.

“We wanted to avoid the baby-sitter scenario where you come home to find a bunch of movies on your TiVo that you didn’t order,” he said.