TiVo (NSDQ: TIVO) president and CEO Tom Rogers says he doesn’t run a DVR company…According to Rogers, TiVo is not a DVR hardware provider or even a software company, but a “television behavioral company at heart.” Rogers is now scrambling to convince cable operators — whose own DVRs have contributed to the decline in people willing to pay for TiVo service — that he’s able to offer much more than just the best DVR on the planet.

Instead, his pitch is this: TiVo, with its highly intuitive and user-friendly software, is better-positioned than anyone else to help users sift through and manage “infinite choice” in the same way Google (NSDQ: GOOG) has made the Web itself searchable. Recording linear TV for later playback will continue to have its place, Rogers said, but as more Internet-delivered video comes to TV screens, Tivo will be the front-end TV portal through which subscribers access linear TV, video-on-demand, broadband content, interactive services and advertising. More on Multichannel.