DirecTV looks for an H&K home run

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.

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