 Logo since August 2, 2021 | |
 | |
| Formerly | The DirecTV Group, Inc. (2004–2015) |
|---|---|
| Company type | Subsidiary |
| NYSE: DTV (until 2007) Nasdaq: DTV (2007–2015) | |
| Industry | Multichannel video programming distributor |
| Predecessor | Hughes Electronics |
| Founded | June 17, 1994; 31 years ago (1994-06-17) (as Hughes electronics) |
| Headquarters | El Segundo, California ,United States |
Areas served | United States, Latin America, Americas, theCaribbean and Europe |
| Products | Multichannel linear pay television |
| Owner | AT&T (2015-2025) TPG Inc. (2021–present) |
| Website | www |
| Footnotes / references [1] | |
DirecTV, LLC is an Americanmultichannel video programming distributor based inEl Segundo, California. Originally launched on June 17, 1994, its primary service is a digitalsatellite andover-the-topstreaming television service serving the United States.[2] Its primary competitors areDish Network, traditional cable television providers,IP-based television services, and otherover-the-top video services.
On July 24, 2015, after receiving approval from theFederal Communications Commission and theDepartment of Justice,AT&T acquired DirecTV in a transaction valued at $67.1 billion.[3][4]
On February 25, 2021, AT&T announced that it would spin-off DirecTV, U-Verse TV, and DirecTV Stream into a separate entity, selling a 30% stake toTPG Inc., while retaining a 70% stake in the new standalone company. The deal closed on August 2, 2021.[5][6]
On September 30, 2024, AT&T announced that they would sell their remaining 70% stake to TPG Inc. for $7.6 billion[7] (which kept U-verse TV by AT&T). The sale was completed on July 2, 2025, making DirecTV a wholly owned subsidiary of TPG Inc. and splitting the company off from AT&T for the first time since 2015.[8]
On April 13, 2025, DirecTV announced the end of DirecTV Stream as a standalone brand and merged its content with its regular DirecTV service.[9]
In 1953,Howard Hughes created theHoward Hughes Medical Institute (HHMI), to which he transferred full ownership ofHughes Aircraft.[10] Following Hughes' death in 1976, HHMI was incorporated in 1977, and litigation ensued to determine whether it would be allowed to maintain its interest in Hughes Aircraft.[11] In 1984, the court appointed a new board for HHMI, which proceeded to sell off Hughes Aircraft toGeneral Motors on December 20, 1985, for an estimated $5.1 billion.[12] General Motors then merged Hughes Aircraft with its subsidiaryDelco Electronics to create Hughes Electronics Corporation.[13]
Stanley E. Hubbard foundedUnited States Satellite Broadcasting (USSB)[14] and was a leading proponent for the development of direct-broadcast satellite service in the United States.[15] HHMI and other companies believed in the early 1990s that technology would soon make digital satellite television affordable.[16]
In the 1990s, Hubbard teamed up withThomson Consumer Electronics and Hughes Electronics to come up with a practical digital satellite service capable of 175 channels; Hughes Electronics created DirecTV as a separate division and secured an agreement with USSB to build and launch the first high-power direct-broadcast satellite system.[17][18]
Direct satellite broadcasters were mandated in 1992 to set aside 4% of its channel space for noncommercial educational and informational programming. DirecTV selectedC-SPAN,EWTN and theTrinity Broadcasting Network from its current channel lineup, plus additional proposals from other programmers. DirecTV selected an additional six channels for the mandate: Clara+Vision,Inspirational Life,NASA TV, PBS YOU, StarNet andWorldLink TV, for the mandate.[19]
The USSB and DirecTV programming services were launched on June 17, 1994.[20]
DirecTV soon began to expand after its initial launch; in December 1998, DirecTV acquiredUSSB for $1.3 billion, and combined the two satellite services.[21] In 1999, DirecTV acquiredPrimeStar, a competitor in the satellite television industry, for $1.83 billion, dramatically increasing its share of the satellite television market in the US.[22]
On January 31, 2004, Hughes announced its intent to focus solely on its satellite television operations and divest its other interests, renaming itself The DirecTV Group, Inc. on March 16, 2004, and changing its ticker symbol from "HS" to "DTV".[23] In April of that year, it sold its controlling interest in PanAmSat to a private consortium led byKohlberg Kravis Roberts for $3.53 billion.[24] On April 22, 2005, DirecTV spun off Hughes Network Systems into a separate entity and sold 50% of the new entity toSkyTerra, acquiring $157.4 million in the transaction.[25] DirecTV later sold its remaining 50% share in Hughes Network Systems to SkyTerra for $100 million.[26]
On November 1, 2005, DirecTV made its foray with its first original series, CD US, on Freeview.[27] In December 2005, the U.S.Federal Trade Commission imposed a $5.3 million penalty on DirecTV for its violations of federal telemarketing regulations. It was the largest civil penalty the FTC had ever announced in a case enforcing any consumer protection law.[28]
In September 2008, consumers filed a class action lawsuit with the Los Angeles Superior Court to stop DirecTV's practice of charging early cancellation penalties to subscribers. A motion for a preliminary injunction was filed to block the company from automatically removing the fees from customers' bank accounts or charging their credit card accounts without their prior knowledge and written consent.[29] In 2009, the Washington Attorney General's office filed a civil complaint against DirecTV, finding that the company allegedly engaged in numerous repeated violations of the state's Consumer Protection Act. Violations included: unclear rebate terms and conditions, unfair advertisement, and automatically extending customer contracts.
On February 9, 2010, DirecTV droppedSirius XM Radio and replaced the channel lineup withSonic Tap audio stations.[30] On April 1, 2011, DirecTV announced it would be renaming its threeFox Sports Networks channels asRoot Sports.[31]
The case brought by Washington state was settled in December 2010, with DirecTV agreeing to pay over $1 million.[32] DirecTV subsequently settled a similar suit with the other 49 states and the District of Columbia for $13.25 million.[33][34]
In July 2012, DirecTV had a major contract dispute withViacom, leading to channels such asNickelodeon,MTV andComedy Central to be takenoff the air temporarily[35] In their place, a message appeared on screen reading as follows: "Viacom, the owner of this channel, forced DirecTV to suspend it despite our many requests to keep it on. We are working to bring it back as soon as possible without an unfair increase to your bill. Disruptions like this are brief. Go to DirecTVPromise.com for the latest info."[36] DirecTV executive Derek Chang said to the media "We have been very willing to get a deal done, but Viacom is pushing DirecTV customers to pay more than a 30 percent increase, which equates to an extra $1 billion..." He then said that he couldn't accept Viacom's "extravagant financial demands." Denise Denson, Viacom's Executive Vice President of Content Distribution and Marketing, responded by mentioning how DirecTV refused to speak with Viacom past 11 am. Tuesday, saying that DirecTV's last offer to the company was "lower than anyone else pays us in the industry."[37] The channels were only down for a few days, as contract negotiations were quickly settled after the channels were removed.
On March 11, 2015, the Federal Trade Commission filed a lawsuit against DIRECTV for deceptive advertising. The FTC claimed that DIRECTV failed to properly disclose terms of its TV packages, such as contractual obligations and premiums.[38]
On March 1, 2016, AT&T announced plans for several DirecTV-brandedover-the-top services, including AT&T TV, DIRECTV Mobile, and DIRECTV Preview to be offered under one platform calledDirecTV Now.[39][40][41] The platform launched on November 30, 2016, and was directly competing againstSling TV and YouTube TV.[42][43][44][45][46][47] DirecTV was bought under the same umbrella asHBO,Cinemax,Turner Broadcasting System,Warner Bros., andTelepictures when AT&T bought Time Warner for over $80 billion in 2016.[48][49]
In January 2022, the Los Angeles Sports & Entertainment Commission announced that DirecTV would serve as Presenting Sponsor ofThe chairman's Party, aSuper Bowl after-party insideSoFi Stadium.[50]
DirecTV completed its national rollout of localPBS member stations in February 2022. Nearly 250 local PBS stations in 198Nielsen DMAs were added that reach 99% of all U.S. TV homes.[51]
In February 2023, DirecTV presented and sponsored the third annualAmerican Cornhole League (ACL) Pro Shootout Series, whereTyler Lockett represented DirecTV.[52] DirecTV launched a brand campaign, "Overly Direct Spokesperson," starringBrian Cox in April of that year; this was part of its new brand strategy platform, "Entertainment Without Compromise".[53]
DirecTV launched its satellite-free "For the Birds" streaming brand campaign, featuringHenry Winkler andSteve Buscemi, in February 2024.[54]Deoin Sanders joined the marketing campaign in August 2024.[55]
MyFree DirecTV, a free streaming service, was launched in November 2024. MyFree DirecTV provides access to theFAST platform as well as an On-Demand library for free with commercials. The service is available on DirecTV Gemini devices,Amazon Fire TV, Apple TV,Roku, andGoogle TV.[56]
DirecTV MySports, a streaming sports bundle, officially launched in January 2025; the new Genre Pack offers 40 live channels andESPN+ that do not require a satellite TV subscription. It secured rights to channels owned by the former partners inVenu Sports andComcast'sNBCUniversal, plus the broadcast rights to the major US sports leagues such as theNFL,NBA,NHL, andMLB as well as major collegiate conferences. Other national sports channels available through DirecTV MySports include:ACC Network, Big Ten Network, ESPN,ESPN2,ESPNU,Fox Sports 1,Fox Sports 2, Golf Channel,SEC Network,TBS,TNT,TruTV, andUSA Network.[57]
In February 2025, DirecTV launched additional Genre Packs, a live TV streaming subscription where users can select from multiple programming options based on the types of content consumers prefer. As of April 2025, there are four Genre Pack options available: MyEntertainment, MyNews, MySports and MiEspañol. Consumers of any Genre Pack also gain access to 100+ channels available through MyFree DirecTV.[58]
In March 2025, DirecTV announced the launch of MyHome Team including RSNs. MyHome Team is available to MySports customers and features locally available live sports and in-market games from 37 professional franchises in the U.S. including 12 MLB teams, 15 NBA teams and 10 NHL teams.[59]
On April 9, 2003, News Corporation, the then-parent company of20th Century Fox (now known as20th Century Studios) andFox Television Studios, agreed to purchase a 34% controlling interest inHughes, including GM's entire share of the company, for $6.6 billion, subject to SEC approval.[60] The FCC voted 3–2 along party lines on December 19, 2003, to approve the deal subject to conditions, forcing News Corp. to agree toarbitration for all disputes with carriers of its media broadcasters, and to provide content through DirecTV neutrally rather than favoring its own networks.[61]
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On December 13, 2007, DirecTV purchased most of the assets ofReplayTV from D&M Holdings.[62]
News Corporation transferred its 38.5% controlling interest in The DirecTV Group, four regionalFox Sports Net stations, and $550 million cash to Liberty Media in exchange for Liberty's 19% interest in News Corp.[63] The deal, valued at $11 billion, was approved by News Corp. shareholders in 2008.[64][65][66]
On May 4, 2009, Liberty announced that it would split off Liberty Entertainment, Inc., and Liberty's 65% interest inGame Show Network, into a separate company to be merged with The DirecTV Group.[67] The merger was completed on November 19, 2009, with The DirecTV Group and Liberty Entertainment becoming subsidiaries of a new company named DirecTV, andPepsiCo executive Michael White as its CEO.[68][69][70]
In June 2013, DirecTV purchased Pennsylvania-based LifeShield, a maker ofwireless home security systems, with plans to market the systems to its customers.[71]
On May 18, 2014,AT&T announced that it would purchase DirecTV for approximately $67.1 billion.[72][73] The acquisition was officially approved by the FCC in 2015; it was subject to conditions for four years, requiring AT&T to expand its fiber-optic broadband service to additional customers, public libraries, and schools, and to "refrain from imposing discriminatory usage-based allowances or other discriminatory retail terms and conditions on its broadband internet service".[74][75]
DirecTV adopted a new logo in December 2015, replacing its previous emblem with that of AT&T.[76][77][78] AT&T CFO John Stephens stated that DirecTV's larger subscriber base as a national service gave the service a higher degree of leverage in negotiating carriage deals, thus resulting in lower content costs.[79][80][81]
On February 25, 2021, AT&T announced that it would spin-off DirecTV, including satellite, streaming and U-Verse TV, into a separate entity, selling a 30% stake toTPG Inc., while retaining a 70% stake in the new standalone company. The deal closed on August 2, 2021, withBill Morrow as CEO.[5][6] Soon after, DirecTV's "Get Your TV Together" ad campaign launched, which featuredSerena Williams and cast members ofThe Real Housewives alongside NFL players.[82][83]
On September 30, 2024, AT&T announced that they would sell their remaining 70% stake to TPG Inc. for $7.6 billion, splitting the company off from AT&T for the first time since 2015.[7] The sale was finalized on July 2, 2025, completing AT&T's abolition of its television business (excluding U-verse TV) and leaving TPG Inc. with 100% ownership of DirecTV.[8]
On September 30, 2024, DirecTV also announced plans to acquire rivalDish Network fromEchoStar with the intent to support the Dish brand for the foreseeable future;[84][85] however, DirecTV abandoned the deal due to opposition from EchoStar bondholders.[86]
On November 11, 1997, DirecTV signed a two-year deal with Action Adventure Network to offer original series and telefilms for pay-per-view viewing, with the intent to expand.[87]
In 2000, DirecTV introduced the first live in-flight television service for airlines; the system was first used byJetBlue and defunct startup carrierLegend Airlines.[88]
Since 2022, DIRECTV has partnered withRonald McDonald House Charities and its network of local chapters.[89] DirecTV has also partnered with theHispanic Federation, Kids in the Spotlight, the Los Angeles Sports & Entertainment Commission, and the Plus Me Project.[90][91][92]
Yahoo and DirecTV announced an advertising deal in June 2022; under this partnership, Yahoo'somnichanneldemand-side platform provided advertisers access to DirecTV's programmatic inventory on linear addressable and connected TV platforms while DirecTV gained access to Yahoo'ssupply-side platform, making its streaming inventory available across the Yahoo Exchange.[93][94]
In August 2022, DIRECTV andAmazon Prime announced a multi-year agreement for airingNFLThursday Night Football games in over 300,000 venues. Amazon Prime holds exclusive rights to TNF games for 12 seasons beginning in 2022.[95] DirecTV is also the national provider of MLS Season Pass, a new subscription service fromApple andMajor League Soccer, to commercial establishments such as bars, lounges and restaurants. The offering is known asDirecTV for Business.[96]
Yahoo expanded its partnership with DirecTV advertising to includeset-top box data in October 2022.[97]
In June 2023,Southwest Airlines and DirecTV partnered together to support RMHC by providing meals for families staying at the Ronald McDonald House inDallas, Texas.[98] The same month, DirecTV announced a multi-year renewal of its affiliation agreement with NFL Media that will extend its existing carriage of NFL Network on DirecTV.[99]
In August 2023,Big Ten Network andBig Ten Conference announced a multi-year sponsorship agreement with DirecTV.[100] DirecTV became the exclusive provider of NFL Sunday Ticket acrossPuerto Rico and theU.S. Virgin Islands in September 2023.[101] DirecTV sponsored theUS Baseball Team in the2023 World Baseball Classic.[102]
DirecTV gained access toA&E Networks' library franchise in 2024 via an initial slate of ten channels, includingLifetime andHistory Channel.[103]Chicago Sports Network announced that it would provide its network and live local game telecasts for theChicago Blackhawks,Chicago Bulls, andWhite Sox through an exclusive distribution agreement with DirecTV.[104]
In January 2025, it was announced that theMLS Season Pass would be available to DirecTV residential streaming customers via a partnership withApple TV.[105]
Texas Rangers and DirecTV established a multiyear distribution agreement in 2025 for DirecTV to exclusively provide pre-game, post-game, and live game telecasts for Texas Rangers.[106]
As of February 2020[update], DirecTV manages a fleet of 12 satellites ingeostationary orbit at positions ranging from95°W to119°W, ensuring strong coverage of the North American continent.
DirecTV's initial service offering was characterized by the delivery of all-digital standard definition national channels to locations in the lower 48 states. This allowed households without available cable television service to receive national channels. In these early years, receivers were manufactured with brands including RCA and GE (Thomson of France) andSony Electronics.[107] When DirecTV launched a few High Definition channels in the late 1990s, other CE manufacturers joined in with HD capable receivers under their own brands which helped promote sales of their early generation HD television products. These additional company brands includedSamsung Electronics,Philips,Panasonic,Mitsubishi Electronics, andToshiba.[107] Features that were innovative at the time included: a fully interactive program guide, parental controls (i.e. allowed parents to passcode protect channels having R-rated content), and pay-per-view (allowing rentals via remote control instead of having to call DirecTV for authorization). The initial generation of antennas was 18-inch diameter (46 cm) with a single feed (consisting of a feedhorn and LNB electronics) that could downlink digital television signals from DirecTV's satellites at the 101 degrees West geostationary orbital position.[108]
DirecTV receiver modifications accommodated local channels, including multi-orbital slot reception and an improved electronic program guide featuring TV listings up to two weeks. The first locals-era DirecTV outdoor antenna was a follow-up generation with a 18x24-inch diameter (46x61 cm) elliptical reflector and three feeds that additionally allowed "multi-sat" reception from DIRECTV satellites at the 119W and 110W positions.
DirecTV launched new network components dedicated to HD channels. The new network components allowed DirecTV to address challenges with customers experiencing different user interfaces depending on the brand of DirecTV receiver they used, by specifying a "common user experience." DirecTV's designs were built with companies includingPace Micro Technology of Britain,LG of South Korea (which had manufactured boxes under the LG andZenith Electronics names), Thomson, GE (under license), andProScan.[107]
DirecTV's initial satellites used Ku band frequencies. With the launch of new satellites usingKu band frequencies, DirecTV increased its available signal bandwidth more than six-fold to meet the requirements of the higher resolution HD television pictures. DirecTV also maintained its original fleet of satellites in operation at 101W, 110W and 119W longitudes and simulcasted the SD and HD versions of channels once made available. These new DirecTV HD channels required an H20/HR20 or later model set top box capable of supporting the MPEG-4 standard for HD programming. These models also introduced HDMI support for HDTVs with an HDMI port.A new "Slimline" outdoor antenna design was introduced, capable of receiving both the Ka Band satellites located at 99W and 103W longitude as well for a total of 5 LNBs. Over time, DirecTV has consolidated HD programming onto solely the 99W, 101W and 103W slots allowing for the use of a Slimline antenna having 3 LNBs instead of 5.
Video On-Demand (VOD) features were enabled, allowing a viewer to "start over" a program, "look back" at a program that had recently aired, watch prior episodes that weren't presently aired, and see advertising according to that viewer's characteristics. "Whole-home" viewing allowed viewers to access and view their DVR recordings from any room in the house, not just the room where the DVR receiver was located.
In 2012, DirecTV launched its "Genie" family of receiver models, consisting of a "Genie" home server and "mini Genie" devices. Having 5 satellite tuners, the Genie offered live viewing of up to four channels while simultaneously recording a program on a fifth channel. Up to eight mini-Genies could be installed in a home, however simultaneous live viewing was possible on any four of the devices (including the Genie itself).[109][110]
In addition, DirecTV integrated WiFi wireless home networking to connect set-top boxes to broadband services. DirecTV incorporated RVU remote user interface technology, allowing a single DirecTV receiver to transmit both video/audio and user screen direction to compatible television sets.[111] DirecTV also developed capabilities to "download and go" DVR recordings ("GenieGo") and to stream recordings to devices while out of home.
DirecTV introduced limited 4K UltraHD and High Dynamic Range broadcasts. The first nationwide 4K UltraHD broadcasts were made available by DirecTV, and DirecTV offered large sporting events in the format as well as PPV movie rentals and 4K channels. The 4K capable DirecTV miniGenie client (model C61K-700) also became available.[111]
A "Genie 2" device, HS17, was introduced in 2017 that added more satellite tuners and integrated the WVB functionality.[112]
DirecTV began delivering broadband-only services requiring no DirecTV branded equipment whatsoever. Under its new owner AT&T, mobile-device-only television packages were developed (i.e. WatchTV). Model C71KW became available in 2019 to customers of over-the-top (OTT) streaming service.[113]
In 2023, DirecTV released Gemini, a set-top box based onAndroid TV hardware; it is distributed in two versions, with one relying solely on OTT services, and a second designed to also function as a client for the Genie system. It is designed to aggregate live TV and OTT content in a singular interface.[114]
Gemini Air, a compact pendant and integrated voice remote that provides access to 4k content streaming, was released in August 2023.[115]
DirecTV transmits programming withencryption to mitigatesignal piracy. The receiver (also known as an IRD, or "integrated receiver-decoder") usesISO/IEC 7816smart cards which tell the receiver how to decrypt the programming for viewing. In a continuing effort to combat piracy, an access card generation is created approximately every two years, superseding the old set. DirecTV is now using the fifth generation of access cards.
DirecTV has battled with an active signal piracy underground for many years. One infamous event that temporarily hampered pirates was known as 'Black Sunday', which took place one week before Super Bowl Sunday in 2001. Hackers saw a string of software updates starting in late 2000 which each contained a few innocuous bytes. However, when the innocuous bytes from all those updates were combined, they became code that searched for and destroyed 98% of hacked smart cards and then wrote the text "GAME OVER" to the first 8 bytes of the hacked cards memory. Hacks continued after that event.[116][117][118][119]
Like its competitors, DirecTV offershigh-definition television (HDTV) and interactive services.
To handle the proliferation of bandwidth-intensive HDTV broadcasting, DirecTV rebroadcasts local HDTV stations using theH.264/MPEG-4 AVCcodec while employing a newer transmission protocol (DVB-S2) over the newer satellites. This allows the service to transmit high-definition television faster over satellite signal than was previously feasible using the olderMPEG-2 compression andDSS protocol.
Receiving channels encoded in MPEG-4 requires newer receivers, such as the H20 as well as the 5-LNB Ka/Ku dish. Contracts such asPace Micro Technology,LG Electronics andThomson have manufactured MPEG-4 receivers for the company. Pace developed the DirecTV Plus HD DVR (Model HR20-700, and HR21-700),LG Electronics the Model H20-600 receiver, and Thomson the Model H20-100 and HR20-100 DVR receivers.
DirecTV has admitted to software issues with some of the H20 receivers and HR20 DVRs, which have been plagued with problems since they were released in mid-2006.
In November 2014, DirecTV became the first television provider to begin offering4Kultra-high definition content. On launch, 4K content was limited to renting a small library of on-demand films, downloaded to the subscriber's Genie DVR (some 4K content can also be pre-loaded automatically to the set-top box via the Genie Recommends feature). The 4K service could also only be used on "DirecTV 4K Ready" televisions, which supportRVU protocol; this was limited to selectedSamsung 4K televisions released in 2014.[120]
In 2015, DirecTV introduced 4K Genie Mini set-top boxes, which can be connected to anyHDMI 2.0/HDCP 2.2-compliant devices to provide 4K video.[121]
In April 2016, DirecTV began live sports broadcasts in 4K to eligible subscribers, including coverage from the2016 Masters Tournament,[122][123] 25MLB Network Showcase baseball games in the 2016 season (subject to localblackout restrictions) beginning April 15, 2016,[124] and allNotre Dame college football home games during the 2016 season.[125]
DirecTV's exclusive general entertainment channelAudience Network broadcasts dozens of original and acquired programs. The channel ceased operations in 2020. Separately, DirecTV had its own exclusive3DTV channel,n3D, that launched in 2010 and was shuttered in 2012.
DirecTV servesAmerican Airlines,Delta Air Lines,JetBlue,Southwest Airlines, andUnited Airlines.
DirecTV offers movie and special event programming through theDirecTV Cinema service; originally apay-per-view service (with programs purchased either over the phone, or via remote if a phone line was connected to the DirecTV receiver), advances in technology have enabled DirecTV to expand the format into avideo on demand service; access to this service requires an internet connection.
Starting with the launch of its bars and restaurants unit in the 1990s, DirecTV has become an alternative for commercial establishments to show sports games under license by streaming services. This provides a loophole in the streaming providers' terms of service that normally prohibit their use in commercial establishments where the business makes money. In addition, these establishments do not have to reconfigure their systems to accommodate a streaming-only platform.[126]
Beginning in 2021, DirecTV for Business became an exclusive provider ofESPN+ for Business, which carries limited live sporting events that are otherwise streamed on an ESPN+ consumer account. This package is sold directly byJoe Hand Promotions.[127] On August 23, 2022,Amazon and DirecTV for Business entered into a multi-year carriage agreement to broadcastThursday Night Football only to business customers at no extra cost.[126] In 2023, DirecTV for Business signed an exclusive deal with Apple TV+ to broadcastMLS Season Pass andFriday Night Baseball, which both packages include in-market and out of market teams from each respective league, to its business customers only.[128][129] Later in 2023, it was also announced that DirecTV for Business would retain the rights to NFL Sunday Ticket for business customers only.[130]
In 2023, DirecTV for Business deployed its first satellite receiver, the H26K.[131]
In July 2024, DirecTV for Business announced a new next-generation set-top box as part of its Advanced Entertainment Platform, which delivers a mix of live TV, app-based, and on-demand content.[132]
Beginning in 2006, DirecTV began a series ofcommercials in which characters from popular movies and television showsbreak the fourth wall to tout the service's picture quality and the number of channels available in high definition. Instead of usingCGI, the original actors normally reprise their roles on recreated sets, and resulting footage is mixed with the original scenes. The productions are recent and appeal to DirecTV's "male-oriented marketing message."[133] These characters includeCaptain Kirk (William Shatner,Star Trek VI: The Undiscovered Country), Bill Harding (Bill Paxton,Twister), The Economics Teacher (Ben Stein,Ferris Bueller's Day Off),Dr. Emmett Brown (Christopher Lloyd,Back to the Future),Burton Guster (Dulé Hill,Psych),C.J. Parker (Pamela Anderson,Baywatch), Rick "Wild Thing" Vaughn (Charlie Sheen,Major League),Beyoncé (Upgrade U music video), Nadia (Shannon Elizabeth,American Pie),Turtle (Jerry Ferrara,Entourage),Ellen Ripley (Sigourney Weaver,Aliens), Steve Freeling (Craig T. Nelson,Poltergeist),Annie Wilkes (Kathy Bates,Misery),Mini-Me (Verne Troyer,Austin Powers in Goldmember), The Girl in the Ferrari (Christie Brinkley,National Lampoon's Vacation),Daisy Duke (Jessica Simpson,The Dukes of Hazzard),T-1000 (Robert Patrick,Terminator 2: Judgment Day), Ann Darrow (Naomi Watts,King Kong),Hellboy (Ron Perlman,Hellboy), Richard Hayden (David Spade,Tommy Boy),The Black Eyed Peas ("Meet Me Halfway" music video),Christina Aguilera ("Keeps Gettin' Better" music video) and Honey Hornee (Kim Basinger,Wayne's World 2). Also in the series of commercials Don't be like this,Rob Lowe werePeyton Manning,Eli Manning,Tony Romo,Andrew Luck,Randy Moss andArchie Manning promotingNFL Sunday Ticket, andDale Earnhardt Jr. promotingNASCAR Hot Pass. Cartoon characters have also been used in the ads, beginning withScooby-Doo and the Mystery, Inc. gang. Recent commercials have also featured modelHannah Davis and a "talking" horse.
DirecTV during that time also ran a series of ads that take shots at cable television's service (or lack of service). Beginning in March 2010, they did a spoof of the classic game showTo Tell The Truth withAlex Trebek hosting the show. The series of commercials both pays homage to theGoodson-Todman game show and take shots at both cable and DirecTV's archrivalDish Network, who later sued forfalse advertising. Another series of commercials, promoting the 2010 NFL Sunday Ticket package of all-football programming, featured neighbors committing uncivil acts to neighbors who watched the "wrong" football team. One spot had a woman leaving a snack platter for a neighbor on which the food spelled out "DIRT BAG"; another showed a dog trashing a neighbor's property; yet another showed an on-duty policeman knocking on a DirecTV customer's door, stunning him with a taser and leaving him passed out in his open doorway. In August 2011,Deion Sanders began appearing in DirecTV's ads for NFL Sunday Ticket, urging people to switch from cable. These ads originally claimed NFL Sunday Ticket is now "free" for new customers for one year with a subscription to their Premiere package and a two-year contract. In response, on August 4, 2011,Comcast sued DirecTV for false advertising.[134] Comcast dropped the case on August 19, 2011, after DirecTV altered the ads to remove the word "free", changing it to "at no extra charge".[135]
The DirecTV blimp named "lefty" was launched in October 2007 at theMLBWorld Series inBoston and has been seen all over the United States since its inception. The blimp flies mainly over live sporting events but has also been seen at other entertainment and charitable venues. This second-generation A-170LS Video Lightsign Lightship features a state-of-the-art video screen that displays full-color video images day or night. This lightsign, the only one of its kind in the world, is used to display messaging and advertising for DirecTV. The blimp has been recently spotted on Twitter as followers track the journeys of the blimp from one event to another. Theairship is owned and operated byThe Lightship Group, an advertising company based inOrlando, Florida.[136]
| Year | Subscribers |
|---|---|
| 1994 | 320,000 |
| 1995 | 1,200,000 |
| 1996 | 2,300,000 |
| 1997 | 3,301,000 |
| 1998 | 4,458,000 |
| 1999 | 6,679,000 |
| 2000 | 9,554,000 |
| 2001 | 10,218,000 |
| 2002 | 11,181,000 |
| 2003 | 12,290,000 |
| 2004 | 13,000,000 |
| 2005 | 15,000,000 |
| 2006 | 15,950,000 |
| 2007 | 16,830,000 |
| 2008 | 17,620,000 |
| 2009 | 18,081,000 |
| 2010 | 19,200,000 |
| 2012 | 19,900,000 |
| 2014 | 20,265,000 |
DirecTV was awarded aJ.D. Power award for residential cable and satellite TV customer satisfaction in 2007.[137]
DirecTV's customer service is provided by many third-party owned call centers both inside and outside the United States. Most of the call centers are contracted to provide agents to answer customer phone calls regarding programming, billing, or technical questions.
As of November 2012[update], DirecTV does not offer a 30-day grace period for those who wish to try the service. "If you do not fulfill your Programming Agreements, DirecTV may charge a pro-rated fee of up to $480."[138]
In August 2008,The Boston Globe reported that DirecTV received 20,000 complaints in less than three years to theBetter Business Bureau on DirecTV slipping in cancellation fees.[139]
In August 2010, the BBB reported that it had received 39,000 complaints against DirecTV in the previous three years, and the BBB gave it an F (failing) grade. Many of the complaints concerned DirecTV's early termination fees, billing and service issues.[140]
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