BT is to follow in the footsteps of TalkTalk by offering new subscribers a free YouView set-top box.
Households signing up for BT's fibre broadband service Infinity will be entitled to receive an IPTV unit - which retails at £299 - for free.
This applies whether or not they take out a television subscription with BT.
Non-Infinity customers signing up for BT's TV Essential package will also be entitled to receive a free box, providing fibre services are not available in their areas.
BT is offering YouView IPTV services from October 26th 2012.
Consumers will be able to enjoy more than 100 digital TV and radio channels, seven-day catch-up TV, and on-demand content from BBC iPlayer, ITV player, 4OD, Demand5, Milkshake and NowTV.
Viewers will also be able to take advantage of BT Vision - the largest library of video on-demand on YouView, which offers over 5,000 programmes.
BT’s YouView box comes with a 500GB hard drive, able to store up to 300 hours of SD TV content or around 125 hours of HD TV.
"YouView’s unique programme guide lets users go back in time, so they can watch shows from last night or last week even if they forgot to record them, as well as record, pause and rewind live TV," the broadband provider stated.
"With the simple-to-use search facility viewers can find on-demand content by programme or genre."
Alex Green, Director for TV at BT Retail, said the firm has launched a "fantastic offer".
"Customers will now be able to enjoy BT’s super-fast fibre broadband with a YouView box and TV Essential pack all for £18 per month," he explained.
"With YouView from BT not only can customers experience a great new way to watch TV they will also be able to access a huge range of on-demand content from BT Vision. The launch of YouView from BT is another piece of exciting news about BT’s plans for TV.”