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.
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Image via DirecTV official site
This story was generated using Benzinga Neuro and edited by Pooja Rajkumari
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