Mobile Search for TV Listings

TV Guide and mobile local search content provider 4Info have teamed up to permit cellphone users to access TV Guide's listings content via SMS or WAP. Here's the announcement.

This is obviously for people who MUST know when their favorite TV shows are on (but wouldn't they already know?). While this is probably ultimately about PR and branding for TV Guide, it probably will get some usage. My question is: wouldn't it just be easier to get a TiVo?