DIRECTV 2007 Annual Report Download - page 6

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Customer Satisfaction Index (ACSI), University
of Michigan Business School, in addition to
other leading scores from J.D. Power and
Associates and Forrester Research.
And while the service side of the business
made real strides in 2007, we still have much
work to do. Improving this area is one of our
top priorities for 2008. We simply will not be
satisfi ed until our overall customer experience
is nothing less than stellar and is commen-
surate with the sterling reputation of our
brand. We want to delight our customers and
do so at a lower cost by operating smarter
and more effi ciently.
On the content side, we’ve never been
stronger. We quickly moved ahead of our
competitors by offering 92 national HD chan-
nels – far more than any other TV provider. To
further extend our advantage, we launched
the DIRECTV 11 satellite in March 2008. Once
operational, this satellite will provide us with
the capacity to offer up to 150 national HD
channels and deliver local HD channels to
virtually all markets. And with the launch
of DIRECTV 12 in 2009, we’re confi dent that
we’ll maintain our leadership position for
quite some time.
We also added depth and breadth to our
sports content, continuing to bring new
features to our customers. Always looking
d
ership position
f
or
h
an
d
b
rea
d
t
h
to our
in
to brin
new
m
ers. Always lookin
g
virtuall
y
all markets. A
of DIRECTV 12 in 2009
,
we’ll maintain our lea
d
q
uite some time.
We a
l
so a
dd
e
d
d
ept
sports content, contin
u
f
eatures to our custo
m
We quickly moved ahead of our
competitors by offering 92 national HD channels –
far more than any other TV provider.
for ways to bring sports fans more, we
recently announced a new addition to our
stable of sports options, The MASTERS
Experience on DIRECTV. This unique service
combines live CBS and ESPN coverage of the
tournament with additional views of the
legendary Augusta National Golf Club. In
addition, an array of statistics, scores and
on-demand video clips will be accessible with
a DIRECTV remote control.
We’ve also added new features to some of
our more popular packages. Fans of our NFL
SUNDAY TICKET™ SuperFan package enjoyed
a new service – giving them access to the
entire weekly lineup of live NFL SUNDAY
TICKET™ games via a web-stream to their PC or
laptop, and the ability to receive in-progress
game highlights on their cell phone. Our
NASCAR HotPass™ service is now available
entirely in HD and features 13 additional live
audio feeds of driver/pit crew communica-
tions. More and more, DIRECTV customers are
enjoying our enhanced services as evidenced
by the more than 500 million impressions we
had across our sports, news and advertising
interactive applications.
While sports are a large part of our
DIRECTV offerings, we also provide a unique
variety of general entertainment options.
Our GAME LOUNGE™ service, which launched
in 2007, provides families with a platform of
games designed to bring family game night
back to households across the country. In its
fi rst year, GAME LOUNGE attracted 130,000
subscribers and logged over 50 million plays.
4 DIRECTV