Pac-12 Networks Launches Anti-DirecTV Ad Campaign

Pac-12 Networks is going on the offensive against satellite-television provider DirecTV.

The San Francisco-based network launched an advertising campaign Monday intended to persuade DirecTV customers to switch to other providers -- providers that carry its programming. The two sides were unable to come to an agreement in the network’s first year and appear to have made no progress as college football season rapidly approaches.

In a press release Monday, Pac-12 Networks maintains that “despite being offered the same deal that all of the other providers have agreed to, DirecTV remains unwilling to reach an agreement, and the “Compare” campaign is the latest step by Pac-12 Networks to urge fans to drop DirecTV and switch to another provider.”

In response to the ad campaign from the network, DirecTV issued this reponse through a spokesman to NBC Bay Area:

"If this is how Pac-12 chooses to spend their money, that's up to them, but we believe it would be far more productive if they were to focus their efforts on working with us, not against us, to complete an agreement that would benefit their fans and give everyone a choice so they can decide if they want to pay for it or not."

The network is slated to air its first live football game on Aug. 29 (USC at Hawaii) and on Sept. 7 will broadcast Stanford vs. San Jose State and Portland State vs. Cal. Neither those games, nor any other the network has rights to the rest of the season will not be available in the Bay Area for DirecTV customers.

“We realize this is affecting many of our fans, and we share their frustration,” said Pac-12 Networks President Lydia Murphy-Stephans in a statement. "We built the Pac-12 Networks to give fans unprecedented access to their favorite teams and sports on TV, and with just two weeks before the fall sports schedule begins DirecTV continues to deny them that access.”

Announced in 2011, Pac-12 Networks, the brainchild of Pac-12 commissioner Larry Scott, includes seven channels -- one main channel and six separate, regional channels including one for the Bay Area.

The ad campaign will have a presence on digital, print, outdoor and radio outlets and across all Pac-12 member university platforms.

[Click here to see if your television provider includes Pac-12 Network]

A full list of school specific spots can be found here.



The Pac-12 Networks marketing department teamed with San Francisco-based ad agency BarrettSF led in the development of the campaign.

“DirecTV is not willing to give Pac-12 fans their networks,” said Murphy-Stephans.  “We wanted to find a clear and simple way to show those fans what they are missing without the Pac-12 Networks and rally them to get it.”

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