Who's Ever Heard of Macrovision?

Posted by: Cliff Edwards on May 18, 2009

What’s in a name? According to copy-protection pioneer Macrovision, not much.

Known for years as the company that made software for electronically distributing software to computers, Macrovision also holds key patents on software that aimed to prevent consumers from illegally copying DVDs on personal computers and Blu-ray Discs.

The company has spent the past few years remaking itself by buying a slew of companies and shedding some of its legacy products. It licenses technology to consumer electronics companies that secures content while at the same time letting consumers move that content among the three screens: television, computers and handheld devices.

Macrovision also owns much of the intellectual property used to create on-screen guides, and its AMG database delivers song titles to a variety of devices.

In short, just about every device a consumer can get ahold of could connect in someway to Macrovision’s basketful of goodies. But it’s a company that few other than its licensee customers have heard of.

That why the California company is set to announce it in July will change its name to “Rovi” as it preps new product launches that it hopes will raise its profile.

The quick reader will note Rovi simply drops the first and last part of the Macrovision name, but company execs say the name change is meant to convey a company on the go. In Mandarin, the name translate to “powerful and important,” execs say, while in Hindi, it’s sounds similar to Ravi, or sun.

The name sounds OK to me (I’ve heard worse), but one wonders: is the company trying to hard?

Reader Comments

GrammarCop

May 19, 2009 8:36 AM

Trying to hard what? I don't think "Hard" is a verb.

MadMan

August 8, 2009 2:40 AM

Rovi's website is a mess of jazzy elements and poorly written marketing fluff. Let's hope they deliver better products than their go-to-market message might indicate.

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.

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