TiVo said it will begin testing a feature to let some subscribers transfer recorded television programming to Apple iPod digital music players or Sony's PlayStation portable devices.
The new feature will be available only to "stand-alone" TiVo subscribers who aren't among the 2.3 million customers from satellite TV operator DirecTV Group Inc.
TiVo's move bypasses Apple Computer, whose decision in October to sell music videos and ABC TV network shows started much debate in the media industry about the end of the advertising-supported TV business model.
One analyst briefed on the announcement said the new feature might raise concerns among program owners, who aim to profit from movies and shows either through DVD or online sales.
But since TiVo employs open industry standards, there could be little legal recourse to halt its plans.
"The TV industry has to embrace video on demand in cable, Internet and other forms of video distributions even though there are many ways these technologies allow distribution that doesn't make them any money," said Josh Bernoff, an analyst at Forrester Research.
TiVo, which currently serves about 1.3 million stand-alone subscribers, is aiming to distinguish itself from digital recorder services offered by cable operators, even as it seeks to land more cable distribution deals.
To discourage piracy, the files will be watermarked and traceable to originating computers.
