Santa Clara, Calif. - Macrovision (NASD: MVSN), the digital entertainment technology company, on Thursday officially changed its name to Rovi, and began trading under the symbol "ROVI" on the Nasdaq Global Select Market.

The company said that it made the move after dramatically changing its product portfolio over the past two years, going from being largely a developer of anti-piracy technology to a provider of informational databases on various media, through acquisitions like All Media Guide and TV Guide owner Gemstar.

Rovi will offer a chip that television and set-top box makers can include to enable viewers to more easily access digital audio and video services, including Blockbuster OnDemand, Flixster, Roxio CinemaNow, Slacker and YouTube XL, Wired.com reported.

The company also on Thursday announced a new media listings guide, called Liquid, that aims to integrate broadcast and cable TV listings with content stored on a user's home network, and content avaialable online.

*Disclosure: Macrovision/Rovi is a sponsor of Digital Media Wire.