And the HBO max is a terrible comparison. That will cost minimal amount of money. No confusion for the customer.
Minimal amount? Discovery's CFO said yesterday that the total spend for marketing and technology between HBO Max and Discovery+ is $6 billion. By combining the two into one service running on a single tech platform, they think they'll lower that cost considerably. The overall cost savings they think they'll get from merging WB and Discovery is about $3 billion.
Eventually, HBO Max and Discovery+ will come together as a single streaming offering, but the integration will “take a while,” CFO Gunnar Wiedenfels said at an investor conference Monda…
deadline.com
Swapping everyone to one system or the other will cause a massive amount of customers to just flat out leave the system. The vast majority of people with dish and DIRECTV are with them because they offer something the other service/s don’t offer and would see no point in staying if those options disappeared.
God, I don't know how many times I have to type this up:
Existing customers will NOT be forced to swap out their existing installed hardware or channel packages after DTV and DISH merge. They'll be grandfathered in on what they have.
What I'm talking about is having a single service going forward that is actively sold to new subscribers (as well as to existing subs who wish to make changes to their hardware and/or channel package.) Maybe that single service will be branded as DIRECTV. Maybe it will be branded as DISH. Maybe something else. My guess, for various reasons, is that it will be branded DISH. And if they continue to use the DIRECTV brand, it will be for the streaming version of the service. (In time, if not immediately, both the satellite and streaming version will offer the same set of channel packages, just as is the case between DTV satellite and DTV Stream today.)
Let's say the new service is branded as DISH and has a slightly rejiggered set of channel packages versus what DISH sells now (perhaps with RSNs available as a la carte add-ons to any base package, much like HBO and Showtime). You can be sure that if there's only one ongoing satellite TV service, it will offer all the popular channels (especially sports) already offered between the two current services. And my guess is that it will continue to use the more advanced DISH hardware: Hopper 3, Hopper Duo, and the new Hopper Plus and wireless Joey. New DISH customers would get a rooftop dish pointed at the newer DTV satellite fleet with which their new DISH hardware would be compatible.
And just as DTV has not shut down the legacy AT&T Uverse TV service, even though it hasn't been sold to new customers in two years now, the merged company wouldn't shut down the legacy DTV satellite service. Maybe your bill would change to denote that your DTV service is now run by a different company (e.g. "DIRECTV by DISH"). And eventually, over time, you might see a channel here or there dropped or added from your package. But as long as your old Genie continued to work and you were happy with your grandfathered package, they'd let you keep it. Why run off a paying customer?
There is a reason so many grocery chains have multiple brands even in the same markets. Or why Walmart owns sams club…
Those are flawed analogies. A better analogy would be Ford Motor Company having two essentially similar brands, Ford and Mercury. It became increasingly obvious that there was no point in spending the additional money to produce slightly differently trimmed versions of Fords and brand them as Mercury. It just increased production and marketing costs. So they eventually killed the Mercury brand. Likewise, if one company owns and operates both satellite TV services, they'll only keep one of them alive as an ongoing brand that is marketed and sold. And as time goes by, they'll renew their channel carriage contracts in order to produce a single set of contracts that cover the entire customer base, whether they're under the DISH brand or the legacy grandfathered DTV brand (or on a streaming pay TV service they operate).