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TiVo

(TIVO) - Get TiVo Corp. Report

rose 13% Wednesday on news that DirecTV CEO Eddy W. Hartenstein will join its board.

The Hartenstein announcement alleviates concerns that DirecTV may drop TiVo in favor of its own digital video recorder service once

News Corp.

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takes a controlling stake. Back in September, TiVo's stock dropped 19% as analysts speculated that News Corp. would reduce its support of TiVo. The company says that Hartenstein was instrumental in creating the current relationship between DirecTV and TiVo that allows customers to buy its satellite set top boxes with TiVo and pay for both services on one bill.

Currently, nearly half of TiVo's 800,000 customers come from its relationship with DirecTV, and while management has denied as "rank speculation" the notion that News Corp. is looking to sever the relationship, such a step would clearly devastate the company.

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The company also announced that former

Primedia

(PRM)

CEO and Chairman Tom Rogers will join the board along with Hartenstein.

Separately, the company announced a new promotional agreement with

Fox Entertainment

(FOX) - Get Fox Corporation Class B Report

in which TiVo will automatically push long commercials for various Fox programs to its customers. TiVo and Fox hope that some customers will choose to watch these advertisements and then record the shows every week. Fox is 85%-owned by News Corp.