Can't find Bonjour service in Windows 8 (Installed iTunes & Bonjour SDK)

I can't find the Bonjour service in the Services applet. I have iTunes installed. Today I installed Bonjour SDK. I see a Bonjour folder under c:\Program files and another one in c:\Porgram files (x86).

Where's the Bonjour service?

This problem is causing a new install of Tivo desktop not to run because it says Bonjour service is not running. Yet when I installed the app, it said it found a newer version of Bonjour.