Virgin Media is offering existing TV customers its next-generation, 4K-ready V6 box for free.
Subscribers who take a TV and broadband bundle will be able to upgrade to the new device at no additional cost and with no re-contract requirements.
Virgin Media will contact eligible customers in the next few weeks with details on how they can obtain their V6 box, most of which can be self-installed.
The V6 box is ten times as powerful as its predecessor - the TiVo box - and enables people to record six programmes while streaming or watching a seventh recording.
Users can watch live TV, On Demand and selected recordings on their tablet or mobile, around their home, as well as start watching recordings on their main TV and pick up on their tablet with Virgin TV Control.
In addition, the V6 box stores 500 hours of SD TV (or 100 hours of HD TV) and boasts a user-friendly interface.
"This top-notch combination of innovative TV technology, incredible programming and the best ultrafast broadband- with speeds of up to 300Mbps for consumers and 350Mbps for small businesses - will mean Virgin TV customers are well equipped to enjoy connected entertainment all around their homes," Virgin Media commented.
David Bouchier, Chief Digital Entertainment Officer at Virgin Media, added that the company believes its "finest kit" shouldn't solely be available to new customers.
This, he said, is why it is carrying out one of the largest existing customer programmes ever seen in the UK.
"Our customers tell us how much they love using the V6 box and watch more TV when they have one," he stated.
"As a central entertainment hub, fired by our superior ultrafast broadband, the V6 is built for apps and the best on-demand TV experience - whether it's iPlayer, Netflix or thousands of Box Sets."
About one in four Virgin TV customers already use the V6 box.
According to figures from the firm, V6 customers spend an average of two hours longer watching TV each week.
Statistics also show they are three times as likely to launch Netflix, twice as likely to launch BBC iPlayer and more than twice as likely to watch a box set than TiVo users.