I think when I activated mine (eyetv 250 plus) I received a free year subscription to TV Guide for downloading listings content. I started an account with TV Guide, linked that to eyetv and got a free year.
Not sure if that's still the way it works (I've had mine for just about a year now... I have to renew again in January). I will renew though; I've been quite happy with it.
Good luck,
m&c