All good things must come to an end, and that’s the case for AT&T Inc.’s (T) DirecTV Now rock-bottom price of $35 a month to access more than 120 TV channels.

On the DirecTV Now website, AT&T announced the promotional rate will end Jan. 9. That means consumers have less than two weeks to take advantage of the deal. AT&T said when DirecTV Now was launched consumers who signed up for the $35 a month promotional rate would be grandfathered in, but it's not clear if that will last forever. Once the promotion ends, customers will pay $60 a month for its Go Big streaming TV package that gives consumers access to 100 channels. AT&T plans to keep a $35 a month package, but customers will only get access to 60 channels at that price. AT&T also has a $50 a month plan for 80 channels and a $70 monthly plan to access all 120 channels.

Expectations Exceeded

AT&T’s DirecTV Now streaming video service was launched a few weeks ago, and according to the telecom giant has surpassed expectations in terms of subscribers. Shortly after the launch, AT&T Chief Executive Randall Stephenson told investors the streaming TV service “is doing very, very well,” noting it reached its subscriber forecast for December on the first day it was available. Stephenson wouldn’t provide a specific number in terms of how many subscribers DirecTV Now has. (See also: AT&T CEO: DirecTV Now Exceeds Expectations.)

DirecTV Now may be off to a good start, but it’s not without some problems. Just three weeks out, customers started complaining about technical problems that resulted in the service crashing, certain features not working and other bugs that hurt the viewing experience. The problems happened to enough DirecTV Now customers that a frequently appearing error—QP1502—got its own hashtag on Twitter. An AT&T spokesman acknowledged the problems in The Wall Street Journal, which now seem to have been corrected. “With any new technology there are going to be fixes that need to be made,” said the spokesman last week. “While we understand we still have work to do, overall feedback on DirecTV Now has been very positive.”


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