Beginning in January, AT&T will move its DirecTV satellite television service under its own brand, keeping the DirecTV name for the product and adding the telecom giant's iconic globe logo. In a memo to employees on Dec. 2, AT&T said it would also remove the "Now part of the AT&T Family," tag line from DirecTV marketing.
“The iconic AT&T brand – one of the world’s most valuable and admired – is our brand,” AT&T said in an internal company memo.
AT&T purchased DirecTV in a deal valued at $48.5 billion in July. Combined with its U-Verse telco TV service, AT&T has about 26 million pay TV subscribers, making it the largest pay television service provider in the country.
In the internal company memo, AT&T said that it plans to transition all of its TV product names to AT&T Entertainment once it establishes its “next generation TV platform.” The company did not elaborate.
At its August Analyst Day, AT&T said it is developing a new home media gateway that will allow third-party broadband connections, LTE connections and AT&T broadband connections, according to DSL Reports. At the same meeting, AT&T Entertainment & Internet Services chief John Stankey said the goal is to move to a single architecture for all TV and broadband users that will involve "very thin hardware profiles," (probably a cloud DVR) and that its set-top, router and gateway hardware "will become a consolidated, single platform over the next 24-36 months."
The memo added that the company is changing the name of its overall TV organization from AT&T Entertainment & Internet Services to AT&T Entertainment Group.
AT&T and DirecTV officials did not immediately respond to requests for comment.
Incorporating the AT&T logo with the DirecTV service makes sense, especially as the company has made major efforts to bundle the TV offering with its wireless service.
Weekly digest of streaming and OTT industry news
Thank you for signing up to Multichannel News. You will receive a verification email shortly.
There was a problem. Please refresh the page and try again.