Online retailer Amazon.com and DVR subscription service TiVo have finally launched their new service that lets people transfer downloaded movies and TV shows to their TV sets, reports Reuters.

Dubbed "Amazon Unbox on TiVo," the service lets users of Amazon's Unbox download service purchase movies or episodes of TV shows and put them on their computer. The videos are then sent over to the TiVo DVR, via which viewers can watch the videos on their TV sets. The service was announced last month.

The rise of broadband connections among TiVo subscribers means that a larger and larger portion of the user base will be able to experiment with this new offering, a direct competitor to Apple's iTunes movie downloading service and others.