At its introductory price of $35 per month for over 100 live TV channels, AT&T’s DirecTV Now is one of the best deals in technology. But sadly, good things can’t last forever in a world of profit margins, and prices are going up tomorrow.

The promotional price ends at 7:00PM EST today, January 10th. After then, the 100-channel streaming package will cost $60 a month, rather than $35. There will still be a package that costs $35 a month — it’s just that it will only get you 60 channels, not over 100.

DirecTV Now is the first major play from a big cable company to cater to people who don’t actually want or need cable boxes. Other companies, namely Hulu, are rumored to be rolling out competitively-priced packages in the near future, so if you’re on the fence, it could be worth waiting to see what comes out.

 

Chris Mills has loved tinkering with technology ever since he worked out how to defeat the parental controls on his parents' internet. He's blogged his way through Apple events and SpaceX launches ever since, and still keeps a bizarre fondness for the Palm Pre.