Hulu unveiled a simple price point for its upcoming live TV service, revealing this week at Citi’s 2017 Internet, Media & Telecommunications Conference in Las Vegas that the price will be under $40.

Variety reports that Hulu CEO Mike Hopkins announced the price during a Q&A with analyst Jason Bazinet. Said Hopkins: “We’re going to try to keep our pricing pretty simple. Under $40, that’s going to be the price.”

“Hopkins clarified that while Hulu hasn’t figured out what the exact price point will be, the sub-$40 price point will not be an introductory promotional price,” Variety notes. “AT&T’s rival streaming service DirecTV Now has been criticized for touting a low price of $35 that turned out to be an introductory price that will go up to $60 later this month.”

The new Hulu service, which is expected to launch in the first quarter of this year, will include the existing $8 Hulu subscription service and a cloud DVR, according to the report.

CBS, which has been a Hulu holdout, has signed on to be a part of the company’s new live-streaming service, as we reported Wednesday.