Direct TV Asks Consumers to ''Rethink TV''
EL SEGUNDO, Calif.--(BUSINESS WIRE)--Direct TV, Inc., the nation's leading and fastest-growing digital television service provider, announced today the launch of a new brand and national television advertising campaign, which made its debut on Super Bowl Sunday.
The objective of this new campaign is to remind consumers that all TV providers are not equal. The campaign emphasizes
that there is a difference among TV providers and where consumers get their TV from really does matter. Encapsulating the theme of the campaign, Direct TV will launch its new tagline, "Rethink TV," along with a modernized version of the Direct TV logo. Creative for the campaign was developed by BBDO, New York.
"It's time for consumers to rethink TV," said Neal Tiles, executive vice president, Marketing, Direct TV, Inc. " Today, television is changing the way people see, connect and interact, and through this new campaign our goal is to educate and remind consumers on how Direct TV will continue to lead the way as the innovative TV provider. For the past decade, Direct TV has committed itself to providing the best entertainment, quality, technology and customer satisfaction, and this new campaign reminds consumers that they do have a viable choice when it comes to television service providers - it's Direct TV."
Direct TV launched its new campaign with two national television spots that aired over the course of the Super Bowl pre-game show. Two additional 30-second ad spots will air at a later date and run through the end of June 2005 on both cable and network stations, including NBC, CBS, FOX, A&E, CNN, Discovery and ESPN. Local print ads will begin on Feb. 11, followed by local radio ads on Feb.14 and continue through June 2005. Both radio and print ads will run in the top 20 local markets across the country.
About Direct TV
Direct TV is the nation's leading and fastest growing digital multichannel television service provider with more than 13.9 million customers. Direct TV and the Cyclone Design logo are registered trademarks of Direct TV, Inc., a unit of The Direct TV Group Inc. (NYSE: DTV). The Direct TV Group is a world-leading provider of digital multichannel television entertainment and broadband satellite networks and services. The Direct TV Group is 34 percent owned by Fox Entertainment Group, which is approximately 82 percent owned by News Corporation
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