TiVo confirmed that it has moved ahead with a pricing adjustment on the Bolt, the 4K-capable, broadband-connected DVR that TiVo introduced last fall.
As spotted by ZatzNotFunny over the weekend, TiVo, starting today (May 2), has cut $100 off the base price of the Bolt and dropped the year of service that was baked into the price when the product was launched last year.
Under the new pricing, the Bolt with 500 gigabytes of storage sells for $199.99 (versus the original $299.99, while the 1 terabyte version now fetches $299.99, down from $399.99.
New pricing is being updated on the TiVo site as well as through other sales channels throughout the day, said TiVo, which last week inked a $1.1 billion deal to be acquired by Rovi.
TiVo noted that it evolves pricing options as it receives customer input and to meet customer demands. Of recent note, TiVo launched a new version of the Roamio OTA that features more storage and also eliminates the monthly subscription fee.
Tech blogger Dave Zatz, meanwhile, sees the pricing change as a way for TiVo to reduce potential customer churn after the first year following the purchase, though the price will actually be higher for the product if monthly an annual pricing remains $14.99 per month or $149.99 per year. (Multichannel News will update the story once service pricing for the TiVo Bolt is confirmed).
TiVo recently announced that its subscriber base had passed the 7 million mark. The company ended its fiscal Q4 with 6.8 million subs – 5.47 million via MSO partnerships and 971,000 that are retail/“TiVo-owned.”