TiVo box for under $100; company sets holiday pricing

TiVo (Nasdaq: TIVO), in an effort to jumpstart or perhaps even save its DVR business, is drastically reducing the price of its Premiere DVR by $200 box and putting it on sale for $99.99 this holiday season. The higher end Premiere XL, list priced at $499.99 will be slashed to $299.99.

TiVo, which started the DVR business, has been trying to reestablish itself in competition and cooperation with service providers like Comcast (Nasdaq: CMCSA), Cox Communications, DirecTV (Nasdaq: DTV), RCN, Suddenlink and Virgin Media (Nasdaq: VMED). The price cut, which will also require a one year $19.99 monthly subscription, is the latest effort to keep subscribers in the fold. The company lost about 22 percent of its subscriber base in the last year as 666,000 subs dropped off the paying rolls.

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