Dish launches ad initiative

Satellite service provider Dish Networks is launching a major new advertising campaign aimed at luring cable TV customers with the promise of lower cost and higher quality digital programming.

The “Better TV for All” campaign will be featured in TV, radio and print ads that are critical of cable TV quality and service in an edgy, humorous way. One TV ad, with the theme “TV doesn’t have to suck” shows cable TV service sucking up a variety of things within a home, including furniture and small pets.

The goal is to stress to consumers that not all digital TV service is equal, according to Dish officials. Dish Networks finished first among pay-TV providers in the American Customer Satisfaction Index.

"Our new campaign and positioning statement, 'Better TV for All,' aims to remind people how unhappy they are with their current cable-TV service," said Jody Martin, Dish Network senior vice president of marketing. "We want everyone to know that they have a better choice in pay TV, and it's DISH Network."

As part of the campaign, which continues through the end of the year, Dish is offering one month of free service and three months of free HBO, Showtime and Cinemax to new customers.