Building bird house

DirecTV Japan shuffles exex for subs battle

TOKYO — Faced with a tough battle enlisting direct home satellite subscribers, DirecTV Japan said it is shaking up its management in order to help it get more people to sign up for the platform.

Under the shakeup plan, Larry D. Hunter, already chairman, will assume overall responsibility for the company’s management. Current president Muneaki Masuda will step down from the post at the end of October and will become vice chairman, while Hunter will take over the presidency.

Focus on subscribers

“With its startup phase now behind it and business operations stabilized, DirecTV will now focus its attention on mid-term and long-term business success in the marketplace. A new management team is crucial to deal with its new focus on subscriber growth,” the company said in a statement.

DirecTV has been fighting a losing battle in the subscriber war with rival Sky PerfecTV.

Sky on top

Sky PerfecTV is the largest of the two satellite platforms operating in Japan and as of the end of August, it had attracted 834,000 subscribers. It offers 170 channels.

DirecTV Japan was at 160,000 subscribers as of the end of August. It currently offers 88 channels.

DirecTV is hoping a winter campaign and a new data service will help it make up some ground in the subscriber race.

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