Versus Launches 'Worthless' Ads In Distribution Dispute With DirecTV
Ads, Running In Eight Newspapers, Riff Off DBS Operator's Remarks Demeaning Net's Programming
Mike Reynolds -- Multichannel News, 9/4/2009 4:44:44 PM
The disconnect between Versus and DirecTV grew louder Friday, with the programmer running ads in a number of newspapers for its displacement from the satellite operator's air earlier this week.Versus said it bought ads in eight newspapers, with its message headlined by the word "Worthless," riffing off remarks made by the No. 1 DBS provider that demeaned its programming that were made after the network went dark on Sept. 1, following the expiration of their contract. The parties have not negotiated since then.
At that time, DirecTV called the Comcast-owned Versus "piggish" for pursuing a 20% price hike, while labeling the network as "basically a paid programming and infomercial channel with occasional sporting events of interest." The ads that ran in Los Angeles Times, Denver Post, Dallas Morning News, Austin American Statesman, Houston Chronicle and Wyoming Tribune-Eagle, as well as the University of Texas and University of Wyoming student newspapers, took things a bit further.
The ads, depict sports gear under a trash heap, with copy reading: "That's what DirecTV thinks of the sports you love." It also includes the logos of sports/leagues carried by Versus, while stating that the Sept. 12 college football game between No. 2 Texas and Wyoming was "directly scrapped."
Versus officials Friday afternoon indicated the ads would continue, with "longer schedules and different executions" targeting key events until things are resolved.
Versus officials contend talks broke down over positioning, with DirecTV looking to place the network on an undefined level of service that would remove it from 6 million homes. The channel had been on DirecTV's Total Choice Xtra package, reaching some 14 million subs out of its 75.5 million base.
DirecTV didn't immediately respond by press time on Friday afternoon.
Talkback
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I only watch Versus only once or twice a YEAR for the Arizona Wildcat football games. If I can't see the game at home, I can go to a sports bar within walking distance to see the game. Most of Versus is garbage for the most part, I don't care about cage-fighting, I don't care about bull riding, I don't care about Lance Armstrong and his bike riding sport, I DON'T CARE ABOUT VERSUS, PERIOD! I AM NOT GOING TO PAYING EXTRA ON A CHANNEL THAT I WATCH ONLY ONCE OR TWICE A YEAR DURING COLLEGE FOOTBALL SEASON! If y'all want Versus back so bad, maybe you can convince Directv to add Versus as a premium channel for people who are willing to pay for it.
AP - 10/3/2009 11:37:22 PM EDT -
VERSUS?? Why did Directv decide to pull the plug on Versus, it's not fair and a terrible call by Directv, now that is bad for Directv. To be fair if Versus does return to Directv in the near future, it'll probably be on the "Sports Pack" premium package which will reduce the total # of Directv subscribers who watch Versus, IMO there will be a deal with Directv and Comcast to allow VERSUS to return to Directv but as a part of the Sports Pack Premium package @ about $12 more a month. DIRECTV NEEDS VERSUS IN THE WORST WAY IMAGINABLE OR ELSE!!!
juan833blue - 9/13/2009 10:57:59 PM EDT -
Versus is fighting a losing battle, I love hockey but most of the games they show I don't care for so if I have to watch a few games at a friend's house so be it. No biggie. I buy NHL CenterIce I won't miss Versus. Gives me a reason to go to a cheaper tier.
Scott - 9/9/2009 1:55:24 PM EDT -
Worthless? No, not totally - there are a couple of things worth watching on Versus. However it seems to me Versus is forgetting that customers already pay to receive the channel. If the 'premium' programming Versus has added to their lineup is not brining in sufficient ad revenues to cover the costs, then Versus either needs to cut the programming that's weighing them down, or re-examine their advertising rates. Or maybe next time not pay big money for and sign 10-year deals with entities such as IRL IndyCar, who have a 14-year history of ruining just about everything they touch.
Tell us this, Versus, how much did you pay for that privilege, and what was the average national rating over the last 5 race broadcasts?
John Howard - 9/7/2009 3:15:38 AM EDT
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