In the face of increased competition, TiVo is considering giving away their set top boxes in favor of slightly higher subscription rates. Tom Rogers, the Chief Executive of TiVo, announced that TiVo was close to offering a range of pricing options - including a plan that would include a free set top box. TiVo currently has approximately four million subscribers with a whopping 2/3rds coming from DirecTV. As many of you know, DirecTV has begun offering their own DVR products and TiVo is faced with the reality that they could very well lose a large portion of their subscription audience as a result.

 

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