Dish Hops onto Fox's Daytona 500 Coverage

Car Sponsorship Swerves around Commercial Ban
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The battle between Dish Network and the broadcasters over Dish's ad-skipping DVR called The Hopper is going into high gear.

The broadcast networks have been rejecting Dish's commercials for the Hopper, so Dish says it has come up with a way to get broadcast exposure during Fox's high-profile coverage of the Daytona 500. The broadcasters object to some of the Hopper's features, incluidng alllowing subscribers to skip commercials and play programming away from home.

Dish is sponsoring a car in the NASCAR race, Leavine Family Racing's No. 95 Ford Fusion driven by Scott Speed. The car will be virtually ad free except for Dish's Hopper logo.

"The world of technology moves fast, but Fox keeps trying to wave a yellow flag and put consumers under caution, attempting to slow their access to the best in TV entertainment,"  Dish president and CEO Joe Clayton said in a statement. "The Hopper is in the pole position as the fastest in the consumer technology race. We are giving consumers what they want, when they want and where they want it. Fox is trying to hold up traffic. You can't stop the future."

Fox said that Dish Network's move won't affect the telecast. "Fox Sports will put all its energy into covering the Daytona 500 in the same extraordinary way we approach every event we televise," the spokesman said.

On Thursday, Fox asked a California court to block Dish's DVR because of a function that streams and records programming for out of home viewing.  Fox claims the feature violates Dish's distribution contract and copyright law. 

Read more at B&C here.