In what could mark a dramatic change to the TV landscape, digital video recorder pioneer

TiVo

(TIVO) - Get Report

said it has developed a service to deliver broadband video directly to subscribers' TVs.

The Alviso, Calif., company said its TiVoCast service turns Web video into television, bringing top broadband content from PCs to the TV set.

"The range and quality of broadband video is exploding on the Web, but it's not TV until it is on the TV," said TiVo Chief Executive Tom Rogers, in a statement. "With the TiVoCast service, we are once again transforming the television experience by bringing the rapidly expanding array of video content on the Internet into the living room."

TiVo said that it has reached new agreements with video content providers including the National Basketball Association and Women's National Basketball Association,

The New York Times

,

Heavy

, NBC Universal's

iVillage

and

CNet

(CNET) - Get Report

.

For those broadband video content partners, the agreement delivers access to more than 400,000 TiVo subscribers and enables consumers to access the content directly from their television sets in their homes.

On Wednesday TiVo shares were up 4%, or 23 cents, to $6.29.