E* is short for Echostar, which is the parent company of Dish Network. A few years ago, there was also Primestar (referred to as P*) and AlphaStar (A*). DirecTV, thus, became D*.
Well, E* is shorthand for EchoStar, the parent company of DISH NetWork.
Since DTV is more commonly thought of as an abbreviation for digital television it became more easily recognizable to use a similar shorthand for DirecTv, hence "D*"
It also falls in line with the shorthand for PrimeStar (P*), StarBand (*B), etc.
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