Roku Aims at Pay-TV Subs, Asking 'Tired of Paying Too Much?'

In a product refresh for the holiday season, Roku added products and focused on MVPD customers. Its Live TV Channel tile available on the user interface steers viewers to free linear content, with 100-plus channel partners. A section on the website tells customers how to get free local channels via an HD antenna, with tabs that take them to Amazon or Walmart for shopping. Roku’s OS 9.4 adds integration. It brings hints for voice commands, said the company Monday. The website asks, “Tired of paying too much for cable?” and gives viewers ways they can reduce “or completely cut your cable bill” by replacing a set-top box with a Roku player. A “How to cut the cord” section instructs cable customers how to cancel service, starting with “Be confident.” That includes being “firm but polite,” Roku says. “Prepare for push-back” when pay-TV providers offer deals. “When your service provider tempts you with retention offers, remember all the money you’ll save. If you take one of these deals, set a reminder for when it expires so you can try again before rates go up,” says the streaming platform provider. NCTA declined to comment Tuesday.