DBS cranks lip anti-cable ads.(Digital Broadcast System )
Multichannel News, August, 2004 by Donohue, Steve
Not content to add customers while cable is losing them, satellite-TV providers are ratcheting up new marketing campaigns that range from mocking cable's customer service to promising cheaper programming and better sports packages. Last week, DirecTV Inc. launched a series of spots with actors who, once told they get four months of its 205-channel Total Choice programming tier for buying the $249 "NFL Sunday Ticket" football package, say, "I must be dreaming." The long-awaited ads were produced by DirecTV's new agency, BBDO.
In a spot DirecTV plans to introduce this week, executive vice president of marketing Neal Tiles said a prospective DirecTV subscriber and an installer fall to the earth as if they'd dropped from some unknown place in...
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