In a significant rebranding move, DirecTV is now positioning itself as a streaming service, eliminating the need for a satellite dish to access its content. The company is launching a new ad campaign to communicate this change to its customers.
What Happened: DirecTV is promoting its pay TV bundle that doesn’t require a satellite dish. The company, traditionally known for offering TV bundles via satellite dishes, has started a new ad campaign, “For the Birds,” featuring NFL star-turned-college football coach Deion Sanders, CNBC reported on Friday.
The campaign is designed to emphasize DirecTV’s transformation into a streaming company. With pay TV distributors losing customers to streaming services, DirecTV aims to convey that its service doesn’t require a bulky satellite dish.
“We built this as an alternative. … We know that 80% of people prefer not to put the dish on the side of their house,” Vince Torres, chief marketing officer at DirecTV said.
The company’s research revealed that 75% of consumers believed a satellite dish was still necessary for DirecTV, despite offering a streaming option since 2016.
DirecTV provides two streaming options — DirecTV Stream, a contract-free internet TV bundle, and DirecTV via the internet, which requires a signed contract and is only available through the company’s own hardware, called a Gemini box.
Despite the transition to streaming, DirecTV continues to value its satellite TV customers and still offers a comprehensive live sports package.
Why It Matters: This move by DirecTV comes after a series of legal battles involving the NFL and its Sunday Ticket broadcast package. In June, the NFL was hit with a $4.7 billion verdict in a lawsuit alleging that the NFL and DirecTV conspired to inflate the cost of subscriptions for viewing games played away from home.
However, in August, a judge overturned this verdict, ruling that the plaintiffs failed to provide sufficient evidence to justify the $4.7 billion in damages.
Did You Know?
- Congress Is Making Huge Investments. Get Tips On What They Bought And Sold Ahead Of The 2024 Election With Our Easy-to-Use Tool
Image via DirecTV official site
This story was generated using Benzinga Neuro and edited by Pooja Rajkumari
© 2024 Benzinga.com. Benzinga does not provide investment advice. All rights reserved.
Comments
Trade confidently with insights and alerts from analyst ratings, free reports and breaking news that affects the stocks you care about.
