NEW YORK: While DirecTV is still reported to be in the midst of
negotiations to sell to News Corp, it hasn't stopped the direct-to-home
satellite service hiring Hill & Knowlton.
The Hughes subsidiary had been using the San Fernando, CA-based sports
PR firm Brenner and Zweikle for the past five years, but PR manager Marc
Altieri, a former H&K employee, said: 'We just wanted to shake things up
a little and try something new.' The company did not put out a call for
DirecTV has committed to a six-month contract with H&K. They also use
Paine & Associates for consumer marketing and Valencia Perez Echeveste
for multi-cultural outreach.
DirecTV, which has 9.5 million subscribers, wants to market its sports
program packages more aggressively. H&K has already set up interviews
for baseball star Mark McGwire, who wore a DirecTV cap on CNN and
The agency's mission is to promote DirecTV shows such as NFL Sunday
Ticket and NBA League Pass.