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PRIMESTAR LOOKS TO GAIN IN DBS MARKET
Published January 31, 1995
In the latest issue of ELECTRONIC MEDIA, Lindsey Kelly examines Primestar's attempt to "move from the shadows of its DBS competitors." James Gray, Chairman of Primestar Partners and former Vice-Chairman of Time Warner, promises that Primestar will be heard from a lot more this year. Gray: "We're going to ramp up our visibility through marketing and advertising and expansion of channels. We are also going to have a big expansion of our distribution network." Primestar currently has an estimated 300,000 customers, with a monthly increase "averaging 20 percent." Last July, the company launched a $55M advertising and marketing campaign, and "is planning to increase its advertising budget for 1995." The campaign began Sunday with a 30-second spot during the Super Bowl (ELECTRONIC MEDIA, 1/30 issue). AD AGE's Bob Garfield gives Primestar 3 stars for its Super Bowl spot (AD AGE, 1/30 issue).