LOS ANGELES — Online video technology vendor Rovi recently signed a deal to bring internet-connected on-screen program guides to non-connected TVs.

The deal will see internet TV box makers Entone and Evolution Digital take on Rovi’s connected guies in their intermediary connected TV boxes, which enable TVs with connected features.

“You’ve got a legacy infrastructure out there – consumers are dealing with devices that may not be sophisticated to deliver the user experience that’s expected,” says Rovi’s VP of vertical marketing Sharon Letz. “With these new connected guides, we’re able to deliver a much more engaging advertising experience for the user.”

She spoke with Beet.TV at The Cable Show 2014. Disclaimer:  This video was produced as part of sponsorship with Rovi.