NEW YORK (

TheStreet

) --

TiVo

(TIVO) - Get Report

CEO Tom Rogers says that the television service company is positioned to be a dominating factor in the home entertainment industry.

"We like to think we define the future of television," Rogers said at the

Goldman Sachs

(GS) - Get Report

Communacopia conference on Tuesday.

Yesterday TiVo announced a deal with

Pandora

, the personalized internet radio service. Pandora will now be available on all broadband connected TiVo Premiere boxes. Through partnerships and deals, TiVo hopes to build its strength as an entertainment provider and expand the number of choices it can offer to its subscribers.

TiVO continues to build strength as technology advances and the economic trends within the industry work in its favor, according to Rogers. Consumer electronics thrived even during the recession, and as people continue to try to save money by staying home and spending less, TiVo hopes to benefit by providing a variety of indoor entertainment options.

Competition within the market is increasing as companies such as

Apple

(AAPL) - Get Report

and

Google

(GOOG) - Get Report

try their hand in the broadband television market. Their recent entry into the market has created a sense of urgency, Rogers said, but he remains secure in his company. "We have a great deal of flexibility in our model to meet different demands," he said.

TiVo is also confident that it will win an ongoing patent battle with

Dish Network

(DISH) - Get Report

. The hearing will take place on Nov. 9 and the case is expected to be decided early next year.

-- Written by Theresa McCabe in Boston.

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