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Direct-broadcast satellite companies DirecTV Inc. and EchoStar Communications Corp. plan to turn up the heat in their fight for market share against beleaguered Adelphia Communications Corp., which filed for Chapter 11 bankruptcy protection last week.
DirecTV today (July 1) is expected to unleash a print and radio media blitz in the Los Angeles market, offering cable subscribers the opportunity to get satellite television installed in two rooms for $50 or less. To back the offer, the DBS company has enlisted a number of local installers and retailers, including consumer electronics stores Best Buy Co., Good Guys! Inc. and Circuit City Stores Inc., DirecTV executive vice president of marketing, advertising and product development Larry Chapman said.
"We believe the [bankruptcy] issue has just started to receive consumer attention," Chapman said in speaking about the timing of the campaign. "It's hit the consumer press" after being relegated to the financial trades for weeks.
"We wanted to time the offer to occur with maximum exposure," Chapman added. "I think our timing is right. If you come in too early, people don't understand what the issue is."
DirecTV plans to word the ads carefully so that they don't appear too negative, relying instead on the mainstream press to play up any uncertainty about the cable company's future.
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DirecTV today (July 1) is expected to unleash a print and radio media blitz in the Los Angeles market, offering cable subscribers the opportunity to get satellite television installed in two rooms for $50 or less. To back the offer, the DBS company has enlisted a number of local installers and retailers, including consumer electronics stores Best Buy Co., Good Guys! Inc. and Circuit City Stores Inc., DirecTV executive vice president of marketing, advertising and product development Larry Chapman said.
"We believe the [bankruptcy] issue has just started to receive consumer attention," Chapman said in speaking about the timing of the campaign. "It's hit the consumer press" after being relegated to the financial trades for weeks.
"We wanted to time the offer to occur with maximum exposure," Chapman added. "I think our timing is right. If you come in too early, people don't understand what the issue is."
DirecTV plans to word the ads carefully so that they don't appear too negative, relying instead on the mainstream press to play up any uncertainty about the cable company's future.
Click Here For The Rest Of The Story