V+ (previously known as TVDrive) is a set-top box for Virgin Media's Virgin TV service, which provides personal video recording (PVR) and high definition (HD) functionality to customers who subscribe to the service. Virgin TV have taken a different approach from rival Sky's Sky+ and later Sky+ HD services, by implementing a rental scheme for the V+ Box. When Virgin TV was launched, there was an installation charge (waived under certain circumstances) and a monthly charge for all customers with a discount for XL customers. On 1 June 2007 pricing was revised, with all customers paying a one-off set-up fee and TV M and L customers paid a monthly charge, while TV XL customers had no extra charges. Various deals to lower the set-up fee have been made available to all customers in order to compete with rival Sky. The V+ set-top box is technically on lease, still owned by Virgin Media, who provide technical support for it free of charge if a problem occurs for the life of a contract. Should the customer downgrade from the V+ service, the recording functions of the V+ box and access to all high definition channels and on demand content will be blocked, effectively acting as a standard V Box. As of Q1 2010, there were a total of 939,900 V+ customers, representing 25% of all Virgin TV subscribers. History The V+ Box derives from Telewest's silver TVDrive, and was initially only available to Telewest cable customers. The TVDrive began roll-out on 1 December 2005 on a commercial pilot basis before a full launch in March 2006, becoming the first HD service in the UK. Due to the merger between NTL and Telewest, the TVDrive was made available to NTL cable customers in the Teesside and Glasgow areas on 16 November 2006, in turn NTL ceased development of their MPEG-4 compatible HD PVR, the Scientific-Atlanta Explorer 8450DVB. In January 2007, NTL:Telewest began renting the set-top box nationwide and since the licensing of the Virgin Media name, it became officially available in all areas with the new V+ branding and the colour changed from silver to black. On 24 November 2009, Virgin Media entered into a strategic partnership with TiVo. Under the mutually exclusive agreement, TiVo developed a converged television and broadband interactive interface to power Virgin Media's next generation, high definition set-top boxes. The terms of the deal were not disclosed. TiVo became