TiVo, which is building a DVR interface using tru2way technology for Comcast and other cable companies, is hoping that large providers will use its new Premiere TiVo as their primary box for cable subscribers. "Would we like to see the big guys ultimately gravitate to this kind of solution? Yes," said Tom Rogers, TiVo's chief executive officer. "Realistically, we think the tru2way path is the way they're going, and we have to be geared toward translating what we're doing here to a tru2Way opportunity. And they're funding us to do that. But it's going to take a long time."