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 to rival Sky's Sky+ HD service, 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 are a total of 939,900 V+ customers, representing 25% of all Virgin TV subscribers.