Versus Runs Ad Firing Back At DirecTV, Promoting Texas Game

Versus Highlights Upcoming Texas Game In Ad Against DirecTV

Versus took its carriage battle to the press today, buying ads in several newspapers that take DirecTV to task for kicking the channel off its satellite service. Ads placed in Texas papers highlighted the network's September 12 college football game between Texas and Wyoming. Under a picture of sports gear lying in a trash heap, the ad says "That's what DirecTV thinks of the sports you love." It then lists logos of the sports that appear on the network, along with numbers for DirecTV's customer service and the address of Versus' Web site, which the ad says will help "switch your television provider." The ad was generated from DirecTV's description of Versus as a "paid programming and infomercial channel with occasional sporting events." Versus President Jamie Davis said he's hopeful of an amicable solution, but said he was irked by the way DirecTV described the channel. "One of our partners called us worthless. Well, if the self-proclaimed leader in sports considers the NHL, the Tour de France, IRL and PBR worthless, they just insulted all the fans of those sports" (John Ourand, THE DAILY). In Houston, David Barron notes an industry estimate indicated that about 16% of Houston TV households have DirecTV, and that "could extrapolate to a considerable number of ticked-off Longhorns fans next week." Davis: "While I'm hopeful (of a settlement), I would think that fans who don't want to miss the game should consider looking into an alternative service provider" (HOUSTON CHRONICLE, 9/4). Meanwhile, in Utah, Scott Pierce writes with Versus airing the September 19 Florida State-BYU game, the dispute "relatively soon" is "going to be a problem for local fans if the two sides don't resolve their difference." Versus also will air Air Force-Utah and TCU-BYU on October 24, as well as "five other MWC games" (DESERET NEWS, 9/4).

WAKE ME UP WHEN SEPTEMBER ENDS: NHL Deputy Commissioner Bill Daly yesterday on Sirius XM said the league has the "luxury of some time" for Versus and DirecTV "to work this out." Daly: "Our interest is protecting the interests of hockey fans. We have good business relationships and partnership relationships with both DirecTV and Versus, and we'll be as helpful as we can in the process" (SPORTS.YAHOO.com, 9/3).

A BETTER WAY: In L.A., Tom Hoffarth writes in disputes such as DirecTV/Versus and the one between Cablevision and the Tennis Channel, there "comes a point where you don't know who to believe, or even care." Hoffarth: "Just allow the viewer to pick the channels he wants off an a la carte menu, pay for it, and move on" (L.A. DAILY NEWS, 9/4). In L.A., Diane Pucin writes it is "not easy being a television consumer." Pucin: "It takes research. Who has what? It probably also takes compromise. And there will come a particular day when you'll be unhappy. Something great will be on and you won't get it." Pucin writes it was "sure easier when we had only three or four channels and one or two sporting events a week to watch" (L.A. TIMES, 9/4).