DIRECTV Now is now offering a free Apple TV (32GB) with 4K HDR content if you agree to pre-pay for four months of the live streaming service.

The deal is unquestionably a good value if you’ve been considering buying the new version of the Apple TV. Four months of DIRECTV Now’s basic plan (“Live a Little” package, which includes 60 channels) would come to $140 total while the Apple TV’s lowest price is $179.

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The deal effectively enables you to get the new Apple TV for a $39 discount.

The Apple TV includes the A10 X Fusion Chip, which helps the company’s new iPad Pro run faster, and more efficiently, and it supports DolbyVision HDR, which Amazon’s Fire TV, and Roku’s Ultra 4K and Premiere+ 4K, do not. (However, it should be noted that relatively few titles are available in DolbyVision HDR.).

The 32GB version costs $179 while the 64GB device goes for $199.

AT&T, which owns DIRECTV Now (and DIRECTV and U-verse), has struggled of late to generate new subs and keep old ones. The company lost 89,000 net video subscribers in the third quarter despite a 296,000 gain by DIRECTV Now.

The Apple TV giveaway is a continuation of a recent effort by AT&T to boost its overall sub numbers.

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The telco this month launched a promotion taking $25 off every DIRECTV Now package during the first month of service. And AT&T introduced new promotional prices for new DIRECTV and U-verse customers with the cheapest plan beginning at $35 a month for the first 12 months.

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— Phillip Swann