Set-top box maker TiVo is in advanced talks to sell itself to digital entertainment guide provider Rovi Corp Shares of TiVo, which had a market value of about $750 million as of Wednesday's close jumped as much as 22.8 percent to $9.41 TiVo's set-top boxes are in high demand from cable users as they also allow access to online video services such as Netflix, Hulu and Google Inc's YouTube