New EchoStar Ads Target TiVo, Cable DVRs

[Gregg Lengling]

Beginning today, EchoStar will start running new print and outdoor billboard advertising that takes aim at TiVo's DVR service while at the same time promoting its digital recorder technology.

The ads, which will run for several months, targets perceptions that TiVo's DVR products are expensive. Tag lines from the EchoStar print advertising effort include "Sure, TiVo is hot. TiVo is also expensive" and "For people who think the idea behind TiVo is cool, but the price isn't."

The EchoStar advertising also promotes an offer from the company for a free upgrade to a two-room DISH DVR. The ads are a variation of EchoStar's "Why is Digital Cable So Expensive" marketing campaign, and points out that some consumers must get digital cable to receive a cable DVR box.

In addition to print and outdoor advertising, some radio and TV spots will eventually surface from the company, spokesperson Marc Lumpkin said.

EchoStar, which operates the DISH Network satellite TV service, has nearly all of its new DISH Network receivers featuring DVR functionality, including high def DVRs.