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DirecTV Goes Live at SXSW

DirecTV is headed to Austin, Texas, for the SXSW music festival.

The direct-broadcast satellite provider will air live special DirecTV Presents SXSW Live March 15-17, featuring unprecedented access, upfront performances and behind-the-scenes footage from the three-day event.

Among talent scheduled to appear at this year’s festival: Pete Townshend and Rachel Fuller, The Stooges (with Iggy Pop), David Byrne, Ozomatli, Taylor Hicks, Amy Winehouse, Buzzcocks, Interpol, Razorlight, Hot Hot Heat, The Bravery and Booker T.

“SXSW has been the music world's best-kept secret,” DirecTV president of entertainment David Hill said in a prepared statement. “It's to the music industry what Sundance is to the film business. You can't move in Austin when SXSW is on because of the packs of record-company reps and producers thronging the venues, and the list of bands who have been discovered there reads like a Who's Who. So we figured that for our customers, the mix of hot established bands and the hot new young bands would make for sensational, unique music programming, the likes of which has never been seen before.”