DirecTV, the satellite television operator, is introducing a $30 million advertising campaign on Monday to promote its highly anticipated digital video recorder. The campaign, created by the New York
office of BBDO Worldwide, is DirecTV's first widespread public effort to distance itself from TiVo. Of DirecTV's 14.7 million customers, 2.3 million now subscribe to TiVo. DirecTV, which pays TiVo a
monthly fee of $1.13 per TiVo subscriber, hopes those users will switch to its own service.
Read the whole story at The New York Times, October 7, 2005 »