Macrovision, the owner of TV Guide, has found a buyer for its utilitarian television network of program listings. And the buyer says the network’s iconic scroll will eventually stop, a consequence of viewers’ preference for on-screen and online guides.

The television producer Allen Shapiro and a private equity firm, One Equity Partners, have agreed to purchase the channel and the TV Guide Web site for about $300 million, Macrovision announced Thursday.

Macrovision, which acquired Los Angeles-based Gemstar-TV Guide in May, recently sold the TV Guide magazine to another private equity group, OpenGate Capital, for a symbolic selling price of $1.

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