I've had both happen in the past few years. I use DirecTV, if my contract is up, and I want free Football package, I have to play Hardball. I have not had to cancel all the way, but I eventually get to customer retention, who gives me what I want. I typically only call when contracts expire, as I don't want to pay "retail" for TV. I don't care about the length of the contract, etc...I know people want shorter often, I would prefer longer to avoid the hassle of calling to renegotiate. I recently moved, and they went out of their way to put me in a better package, without asking. I just assumed my service would be moved from Point A to Point B, but apparently a physical move involved a new contract. My cost went down significantly. Unfortunately, it may come down to what representative you talk to, and how eager they are to please.