Where do you store HD DTV card firmware to be loaded on booting?

Hi All.I am somewhat new to (k)ubuntu.  I have a ivtv card (DVICO Digital Dual 4 HDTV card) and I have the particular firmware required to be installed when the system boots or whenever I do a 'sudo modprobe ivtv'.Unfortunately, the modprobe loads the required modules OK, but it does not load the card with its required firmware. I haven't been able to find any reference to where misc device firmware should go, or if I am required to add a 'sudo modprobe device-module-name' in /etc/rc.boot etc... Maybe, I have not correctly set the modprobe environment? I have looked in /etc/modprobe.d/ but there is no example file to base my ivtv modprobe environment on.I have place card firmware in all of the following places in an effort to get it to load:/lib64/firmware/2.6.24-17-generic//lib/firmware/2.6.24-17-generic//lib64/firmware/ /lib/firmware/but the firmware is still not loaded successfully (according to /var/log/messages).The firmware are namely:  dvb-usb-bluebird-01.fw  dvb-usb-bluebird-02.fw and xc3028-dvico-au-01.fw.Could an available (k)ubuntu guru :) please advise me where I am going wrong here?Thanks.Grahame.