(TiVo article updated with stock price information and additional analyst commentary.)

NEW YORK ( TheStreet) -- TiVo ( TIVO) shares continue to surge as the company's Premiere service gains more recognition at this year's Consumer Electronics Show.

Tivo shares are climbing more than 2.5% to around $10.10 today after gaining more than 8% yesterday. TiVo finished Wednesday up 8.8% to close at $9.85 after more than 7.2 million shares traded hands.

Analyst David Miller of Caris said that the stock's movement is likely in connection to the buildup surrounding the major annual tech show at the end of this week. While he doesn't expect any key announcements about TiVo to come out of the CES, he said that investors are banking on TiVo's Premiere set top box emerging as the "media hub that is going to organize the multi-channel universe."

The Tivo Premiere set top box features content via cable and Internet connections. TiVo's service integrates Web-based features such as Netflix ( NFLX), Amazon ( AMZN) and Google's ( GOOG) YouTube videos, and allows users to access social networking site on their television screen.

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TiVo CEO Tom Roger presented at the 21st annual Citi media conference on Wednesday. While Roger did not announce any big news, he did mention that DirecTV ( DTV) and Virgin Media ( VMED) are set to accelerate rollouts this year through their agreements with TiVo.

TiVo has signed deals with several cable and broadcast satellite operators including DirecTV, Virgin, RCN, Comcast ( CMCSA), and Cox.

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