The California-based distributor could potentially save customers $140 a year amid falling subscriber numbers and frequent blackouts.Satellite customers will now have the ability to opt out of local stations as long as they want, whenever they want, using the company’s new “No Locals“ deal, according to DirecTV. Customers who select the option will receive a discount from DirecTV of up to $140 annually.For satellite providers, the market has turned into a perfect storm.
The “No Locals“ deal means customers will be able to opt out of local stations when their favorite sports season ends and then turn it back on whenever they like. To do so, existing satellite customers will have to call DirecTV customer service to notify them of the change. New customers will be able to indicate on their DirecTV online account if they want a local station.
Though customers could save money, it’s very likely DirecTV will lose revenue as a result. But to DirecTV and Thun, it’s the price the company has to pay as television viewership is declining and to build more brand loyalty, he said.“To save our customers that money, by definition, we have to sacrifice revenue,” Thun said. “But we think that if we provide customers the opportunity to save money, it will make them happier and that will yield to a stickier customer.
“We’ve haven’t given our customers the ability before in our packages to do this. When you look around at the marketplace, this may or may not be the right answer,” he said. “We’ll really have to wait and see. But what we do know is that we can’t stay handcuffed to our current model.”. Irving is a business writer for the Dallas Morning News.
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