DirecTV targeting C-band customers

Hoping to siphon off customers from the struggling C-band (a.k.a. big dish) satellite industry, DirecTV announced Monday that it will offer free direct broadcast satellite equipment, installation and programming for two months to more than 6,000 taverns, restaurants and nightclubs currently outfitted with C-band dishes.

The campaign, titled “DirecTV Delivers,” is the latest salvo in the scramble by small-dish satcasters to snap up greater portions of the home entertainment pie. The competition is rapidly turning into a battle between DirecTV and PrimeStar.

Many bars and restaurants have large satellite dishes that they use to pull in customers with out-of-market sporting events and pay-per-view programming, particularly boxing.

“This is a no-catch offer,” said John McKee, VP, special markets and distribution, for DirecTV. “We want as many commercial C-band subscribers as possible to experience the many benefits of DirecTV.”

As part of the gratis deal, DirecTV is also offering establishments its ’97 DirecTV Ringside package of pay-per-view boxing cards. The satcaster already boasts some 10,000 bar, nightclub and restaurant customers as well as 2.7 million residential subs.

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