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s : 23 November 2010 • 4:01PM -0500

The DIRECTV/DISH Difference ... Market Spend?


<title>SkyREPORT 11/23/2010 - The DIRECTV/DISH Difference ... Market Spend?</title>
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<tr><td colspan="2" class="article_heading" >Headlines for Tuesday, November 23, 2010:</td></tr>

<tr><td width="10" class="article_nav" > </td><td class="article_nav" ><a href="#article4" class="article_nav" >The DIRECTV/DISH Difference ... Market Spend?</a></td></tr>

<tr><td width="10" class="article_nav" > </td><td class="article_nav" ><a href="#article5" class="article_nav" >Cord Cutting – A Small Market (and OTA) Phenomenon?</a></td></tr>

<tr><td width="10" class="article_nav" > </td><td class="article_nav" ><a href="#article6" class="article_nav" >SkyLog:  Ruffling Regulators; Hughes' Maritime Boost; More OTT</a></td></tr>


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<div class="article_title" >The DIRECTV/DISH Difference ... Market Spend?</div>

<div class="article" ><span style="font-weight: bold; text-decoration: underline;"></span><br>Here's an interesting look at why <span style="font-weight: bold;">DIRECTV</span> added 174K subscribers in 3Q10 while <span style="font-weight: bold;">DISH</span> lost -29K:  It's in the marketing.  <br><br>Note
analysts from cloud researchers at <span style="font-style: italic;"></span>,   DIRECTV spent around $420M for marketing last year, $110M above DISH's   spend.  Data from this year suggest that the DBS leader has little   intention of letting up:  For the first nine months of
2010, overall   subscriber acquisition costs at DIRECTV have grown to $2,193M, up 5.6%   from the first nine months of 2009; upgrade and retention costs grew   4.2% to $853M. <br><br>Of course, the Trefis researchers add, a   high-quality sub base plus the fact that DIRECTV has managed to avoid
bruising carriage fee disputes have also helped widen the gap.   <br><br>In   analyzing DIRECTV's business, Trefis says – not surprisingly – that the   lion's share (64.4% as a percent of stock price) comes from its U.S.   satellite TV market.  In second place is DIRECTV's US HD/DVR
business   (calculated at 20.1%).  US TV advertising comes in third at 8.5% while   Latin American satellite TV gets 7%.• <span style="font-weight: bold; text-decoration: underline;"><br></span> <P>
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<div class="article_title" >Cord Cutting – A Small Market (and OTA) Phenomenon?</div>

<div class="article" ><br>Cord cutting may be the cat that ate the pay TV canary but, if so, it's feasting primarily in smaller markets.<br>  <br>  That's the conclusion of a <span style="font-style: italic;">WSJ</span> look at pay TV subscribers by market using data provided via a partnership between <span
style="font-weight: bold;">SNL Kagan</span> and <span style="font-style: italic;">SkyREPORT</span> parent <span style="font-weight: bold;">MediaBiz</span>.    The analysis shows that the top 10 media markets gained 125K TV   subscribers from 1Q10 to 2Q10 while the remainder of the country saw a
total loss of -279K.<br>  <br>  In another interesting parsing of the OTT/cord cutting phenomenon (or non-phenomenon depending on whom you ask)<span style="font-weight: bold;"> Collins Stewart </span>analyst <span style="font-style: italic;">Tom Eagan </span>offers this notion:  Third quarter
pay subs actually <span style="font-style: italic;">increased</span>   once over-the-air migration – ie those broadcast-only customers who   signed up a year ago and then opted out – is accounted for.  In   addition, Eagan notes, "The recent higher sub losses will not   necessarily increase" as
improvements in housing markets and the economy   would likely raise adoption.• <span style="font-weight: bold; text-decoration: underline;"><br>  </span> <P>
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<div class="article_title" >SkyLog:  Ruffling Regulators; Hughes' Maritime Boost; More OTT</div>

<div class="article" ><br>    <P>
<span style="font-weight: bold; text-decoration: underline;">The Deal</span> <span style="font-weight: bold; text-decoration: underline;">– Ruffling Regulators, Drawing More Fire</span>:    Measuring the curtains and adding execs before getting the okay has got   regulators in a
snit.  "Presumptuous and arrogant," one official told   the <span style="font-style: italic;">NYT</span> of <span style="font-weight: bold;">Comcast</span>'s all-too-public pre-approval takeover at the Peacock. --- Meanwhile   six groups representing small cable and telco companies are pressing
their case against what they see as a a potentially predatory behemoth   by jointly asking the FCC to help insure that the Comcast/NBC-U can't   flatten them beneath the wheels of programming prowess.  In particular,   the six note, "The Commission must ensure that there are clear
provisions that would prevent Comcast/<span style="font-weight: bold;">NBC-U</span>   from charging smaller MVPDs more than a clearly defined market-based   rate, and that a cost effective process be established to enforce these   rules."   The groups signing the petition include the <span
style="font-weight: bold;">ACA</span>, <span style="font-weight: bold;">NRTC</span>, <span style="font-weight: bold;">NTCA</span>, <span style="font-weight: bold;">OPASTC</span>, <span style="font-weight: bold;">RICA</span> and <span style="font-weight: bold;">WTA</span>.  --- Separately, ACA
head <span style="font-style: italic;">Matt Polk</span>a pointed to the FCC's recent decision against <span style="font-weight: bold;">Massillon Cable TV</span> (and in favor of <span style="font-weight: bold;">News Corp.</span>)   as proof that "baseball-style commercial arbitration is not a viable
remedy for smaller operators."  Ergo:  The Commission must rethink   conditions on the Comcast/NBC-U deal.  <br>  <br>  <span style="font-weight: bold; text-decoration: underline;">Up in the Sky</span>:  The <span style="font-weight: bold;">TerreStar</span> GENUS
cellular-satellite smartphone is now available with everything from camcorder to media player to video and audio playback in a 4.6 oz, 4.7 inch x 2.5 inch x 0.8/0.6 inch device.  Pricing starts at $1,150. --- <span style="font-weight: bold;">Hughes</span> satellite-based broadband satellite
solutions will be incorporated into <span style="font-weight: bold;">Hercules Offshore</span>'s entire fleet of Class 120 to Class 230 lifeboats in the Gulf of Mexico.  ---  <span style="font-weight: bold;">PolarSat</span>   has a new order to supply $850K worth of full mesh hubless VSAT
communication equipment to an air traffic control network in Asia.  --- <span style="font-weight: bold;">Eutelsat</span>'s   KA-SAT satellite is in the final stages of preparation for a Dec. 20   launch.  The satellite will be Europe's first high-throughput satellite   (HTS) offering
everything from direct internet access to enterprise   networks and local broadcasting. --- <span style="font-weight: bold;">SES ASTRA</span> says that Dutch TV channel <span style="font-weight: bold;">Brava3D</span> is now broadcasting via its satellite at 23.5ºE.  --- The <span
style="font-weight: bold;">US Air Force'</span>s latest spy satellite – described as "the largest satellite in the world" – took off from Cape Canaveral on Sunday.  <br>  <br>  <span style="font-weight: bold; text-decoration: underline;">Over (& Way Up) There:</span>  The <span
style="font-weight: bold;">Church of England</span> doesn't want <span style="font-weight: bold;">News Corp</span>. to gain full control of <span style="font-weight: bold;">BSkyB</span>.  Could it be something <span style="font-style: italic;">Murdoch</span> said?<br>  <br>  <span
style="font-weight: bold; text-decoration: underline;"></span><span style="font-weight: bold; text-decoration: underline;">More OTT – Google's Next Move; Netflix's Streaming $</span>   So the broadcasters (and, most recently, <span style="font-weight: bold;">Viacom</span>) won't play nice
with <span style="font-weight: bold;">Google TV</span>?  Never mind, big daddy Google has another idea:  According to the <span style="font-style: italic;">New York Post</span>, the company is in discussions with <span style="font-weight: bold;">Filmyard Holdings</span> to gain digital
rights to <span style="font-weight: bold;">Miramax</span>'s archives.   The product would be used to boost Google's <span style="font-weight: bold;">YouTube</span>.  But getting the rights won't be a cakewalk ... <span style="font-weight: bold;">Netflix</span> is also
interested.  --- Meanwhile, Netflix is shuffling the deck for its "we're a streaming service"   business model with a $7.99/month streaming-only plan plus a $1 boost on   prices for the 1- and 2-DVD rental plans.   Wall St. liked it, boosting   shares by 8.83% to $188.32.  ---
According to <span style="font-style: italic;">Rapid TV News</span>, European film subscription service <span style="font-weight: bold;">LOVEFiLM</span> has an exclusive streaming deal with <span style="font-weight: bold;">Momentum Pictures</span>.  The deal would include a catalog of titles
including "The Girl with the Dragon Tattoo." ---  --- <span style="font-weight: bold;">WalMart</span> VOD service <span style="font-weight: bold;">Vudu</span> is on the launch pad with PlayStation3.  The duo will offer more than 4K films to start. <br>  <br>  <span style="font-weight:
bold; text-decoration: underline;">Programming – Another Nix for Google TV; Siriusly Stern</span>:  Add <span style="font-weight: bold;">Viacom</span> to the list of major programmers blocking<span style="font-weight: bold;"> Google TV </span>as Comedy Central, MTV, VH1 etc  all go dark on
the device.  --- <span style="font-style: italic;">Howard Stern'</span>s contract with<span style="font-weight: bold;"> Sirius XM</span> radio runs out on Thursday, Dec. 17.•<br> <P>
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