Audio Video News

Less than seven years after putting its first satellite in position, DirecTV has signed its ten millionth subscriber. The El Sugundo, CA–based direct broadcast satellite service now claims ten percent of the US television market.

The ten million mark was reached late in June, according to a company press release. "We have grown into the largest digital television service in the world," said CEO Eddy W. Hartenstein. "This milestone is also a testament to the hard work and dedication of all DirecTV employees and the support of our programmers and partner companies who believed in us from the beginning." Hartenstein said that TV viewers "by the thousands" are abandoning cable services in favor of his company because it offers "more programming choices and channels, better quality and value, and more viewing control than they ever had before."

While cable systems continue to refuse to carry digital television signals or high definition programming, DirecTV has made strong moves to embrace new formats. The DBS service offers HD movies, and its set-top boxes are capable of recording digital video. Internet access, information on demand, and interactive features are all part of the DirecTV package. The company claims to be the third largest provider of multichannel television in the US, with 475 broadcast channels, and retransmissions of local channels in 41 major metropolitan markets. Since its inception, DirecTV has registered more than 320 million pay-per-view purchases.

"Consumers always respond to a high-quality product, good value, and quality customer service, which are the hallmarks of DirecTV," said Roxanne Austin, the company's president and chief operating officer. "DirecTV has successfully established itself as a superior alternative to cable television because we have invested in our business and listened to our customers, bringing them compelling new services that they can't get elsewhere."

A division of Hughes Electronics, Inc., DirecTV expects to add 175,000 new subscribers during the current quarter.