Free TiVos on the Horizon?

TiVo CEO Tom Rogers said Monday that the company is about to offer new pricing plans, including one that would give away a TiVo box for free in exchange for a higher monthly fee and long-term contract. Another plan would sell TiVo with service for the lifetime of the unit at a set price.

Currently, TiVo has some 4 million subscribers, of which two-thirds are from its DirecTV partnership. With the satellite provider now offering its own DVR option, TiVo is under pressure to find new ways to attract customers. The company recently signed deals with cable provider Comcast, and indicated that it would sacrifice profitability in order to bring on new customers.