Six months into his new job as CEO of DISH Network, Joe Clayton detailed the company’s new strategy at its CES press event Monday.
He emphasized that the beginning of this year marked a new era for DISH, complete with a new brand image, mascot, management team, partnerships, logs, services and promotions, website and advertising strategy.
DISH hopes to emulate the way cell phone companies have energized sales through uniquely tagged products like Droid, Razr, and Galaxy by upgrading their technology and giving the units shorter, more memorable names.
Their new base platform, Hopper, is 40 percent smaller than its competitors, uses the fastest CPU available for satellite receivers, has three tuners capable of recording live HD TV on six channels at the same time, and comes equipped with a 2TB hard drive as well as expansion options.
Their secondary platform, Joey, is more compact and does not come with a hard drive, but has the same processor and up to three of them can be used independently to play, pause and record live TV.
Part of the company’s new marketing strategy includes targeting families looking for wholesome entertainment as well as using its new partnership with Univision to attract Latino viewers.
DISH also announced it has revamped its satellite-based Internet offerings through a partnership with Viastat that can offer download speeds of up to 12MBPS and can be bundled with their TV programming for $79.99 a month.
Six months into his new job as CEO of DISH Network, Joe Clayton detailed the company’s new strategy at its CES press event Monday.
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