EchoStar Takes Another Shot at Cable

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EchoStar Communications Corp. Tuesday debuted its “Better TV for All” nationwide branding and advertising campaign.

The direct-broadcast satellite provider said the money-saving offer “will appeal particularly to dissatisfied cable customers.”

Dish is offering new subscribers one month of free service and three free months of Home Box Office, Showtime and Cinemax when they sign up for any qualifying programming package.

The campaign's new elements include updated graphics, a redesigned Web site (www.dishnetwork.com) and an edgy television-, print- and radio-advertising effort.

“Research indicates that most cable subscribers don't know the benefits of satellite TV," EchoStar president and chief operating officer Michael Neuman said in a prepared statement. "A significant percentage of them have no idea that Dish Network is less expensive than digital cable despite Dish Network's lowest all-digital price in America. This new campaign will educate those unhappy cable-TV watchers."

Dish senior vice president of marketing Jody Martin added, “Our new campaign and positioning statement, ‘Better TV for All,’ aims to remind people how unhappy they are with their current cable-TV service. We want everyone to know that they have a better choice in pay TV, and it's Dish Network.”

In other EchoStar news, the company launched its “Reach for the Stars Sweepstakes” Tuesday.

When the DBS provider launches its 10th Dish Network satellite into geosynchronous orbit 22,300 miles above the earth next year, one randomly chosen winner will have the name of their choice permanently placed on the “EchoStar X” bird, EchoStar said. The winner will also receive $1,000 and a trip for two adults to California to attend the official rocket-signing ceremony for photos and tours.

To enter the sweepstakes, Web-surfers can simply visit EchoStar’s site, click on the “Reach for the Stars” banner and type the name they wish to have placed on the satellite.

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