Virgin Media is offering customers signing up for its combined video on-demand and broadband package, its V+ Box, for half price.
For a limited time only, subscribers who sign up for the service for £35 per month will pay just £75 for the V+ Box, which had previously been £150 including installation.
For this outlay customers will receive connection speeds of up to 20 Mbps via Virgin Broadband.
With the V+ Box, which is HD Ready, they will also be able to pause, rewind and record live TV as well as record two programmes while watching a third.
Virgin's latest move to cut prices and gain an edge in the increasingly competitive UK broadband market comes as a report from Ofcom last year claimed that the ISP's triple play deal is the best value bundle for use by families throughout Europe.
Priced at £25, the international communications report said that the deal represented better value than the cheapest family deals abroad.