AT&T Inc. is bringing back unlimited wireless data for the first time in more than five years as part of new offer for customers that also take its DirecTV or U-verse TV service package, as it fights to hold on to family subscribers and mobile-video fans.

On Tuesday, for a limited time, AT&T will start offering new and existing customers a TV and unlimited wireless bundle. Starting at $100 for the first subscriber, each additional user is $40 with the fourth user free, for a four-member total of $180 a month, the company said in a statement. Customers that exceed 22 gigabytes of data use in one month will have their speed throttled during peak network traffic periods.

AT&T’s revival of an unlimited data plan, which ended in 2010, is aimed squarely at a similar $180, four-person offer from T-Mobile US Inc., highlighting the industry’s heated battle for new users using competing price and data packaging. T- Mobile’s features like free music and video streaming have helped the No. 3 carrier to attract more than a million new monthly subscribers a quarter. But the company has caught flak because its Binge On service reduces the quality of the video streams.

“This is the opposite of Binge On because you are going to get excellent quality video from day one,” said Glenn Lurie, AT&T chief executive officer of mobility, in an interview Sunday. “We made a massive investment to get here with a video-first network. We don’t believe anyone can match it or even come close.”

Lurie declined to comment on AT&T’s fourth-quarter subscriber performance, and said this unlimited offer wasn’t particularly aimed at T-Mobile. “It’s a competitive market place, we’ve picked our battles and we’ve had this plan in the works for awhile.”

AT&T acquired DirecTV for $48.5 billion last year and will introduce more offers in the coming weeks that combine the TV, wireless and Internet services made possible by the deal, Lurie said.