Netflix Gets Assist From TiVo in Bid to Join Cable-TV Lineup

Netflix Inc., pressing cable operators to grant equal footing to its Web-based films and television shows on their pay-TV systems, is getting an assist from set-top box maker TiVo Inc.

Netflix, the world’s largest subscription streaming service, is in discussions with U.S. cable-TV providers to add its application to their set-top boxes, people with knowledge of the situation said. The change would let viewers search for its content without having to switch to a different device like a video-game console or Apple TV.