Virgin Media has reduced the price of its TiVo box from £150 to just £100 and the company will also offer refunds to customers, who purchased the box at the earlier price.

The TiVo box, which was launched last year, is a triple-tuner PVR system that automatically records programmes, which it thinks is liked by the viewer based on their viewing habbits. The company will credit the Virgin accounts of customers who purchased the box at £150 with £50.

“We know you bought our 1TB TiVo box for £149.95. Since then, we've dropped the price to a brilliant £99.95 to celebrate the launch of our new ad campaign,” the company said in an email to its customers.

The company also said that it will credit the Virgin Media accounts of customers who purchased at the earlier price to allow them to avail the latest price.