DIRECTV 2011 Annual Report Download - page 22

we completed more than 28 other similar volunteer projects in nine
countries across Latin America.
DIRECTV has been the most active pay-TV service in seeking innovative
business solutions that are sustainable. Last year DIRECTV formalized our
focus with a sustainability team working under the name “Televisionary” to
ensure we are supporting sustainable business practices company-wide.
We’ve moved to lighter carbon footprints by dispatching a fleet of alternative-
fuel propane service vans; won our third straight ENERGY STAR award for
“Excellence in Energy Efficiency Product Design” for set-top boxes that use
less energy; instituted a program to ensure proper recycling and disposal of
old set-top boxes; switched to recycled paper for newspaper inserts and went
paper-free with online equipment manuals.
A PIVOTAL YEAR FOR OUR ENTERPRISE
We have set ambitious goals for ourselves both for the short and longer term.
We are excited that 2012 will be another year of growth for DIRECTV as we
further transform the customer entertainment and service experience.
I have no doubt we can accomplish great things with the team we have
in place. I’ve spoken before about my passion for developing the talent we
have among our employees and encouraging them to work in a collaborative
and respectful way with one another. To that end, we have intensified our
leadership development programs to ensure our people have the skills and
the commitment to foster a culture of greater collaboration, trust and respect.
Talent, passion and creativity are the hallmarks of our organization.
I have the privilege of working with an outstanding board of directors
and I thank them for their continued support and counsel. They have
If we can “wow” them every
time they pick up the remote,
call our service agents or have
a technician visit their home,
we will have passionately loyal
customers for life.
encouraged us to do what we think is right for the future of our company
and make the bold decisions needed to adapt to this fast changing
industry of ours.
In 2011, we were pleased to welcome new board members Dr. Dixon Doll
(a leading venture capitalist and telecommunications expert), David Dillon
(chairman and CEO of Kroger Supermarkets) and Lorrie Norrington (who held
various senior positions at eBay). All three individuals bring an extraordinary
level of business expertise and sound judgment to our board and we look
forward to working with them to grow our company.
DELIVERING THAT TRANSFORMATIVE,
DELIGHTFUL EXPERIENCE
The changes we intend to make to transform the customer experience
will not happen overnight. It is a journey, a path we must travel to ensure
the future success of DIRECTV and set ourselves apart in this incredibly
competitive business. But we know the way. It has always been our belief that
TV could be better; that it could actually serve the viewer’s desire for more
choice, convenience, quality and control; our original marketing mantra that
still holds true today.
We can go forward on this journey with the confidence that more than 32
million customers on two continents are walking with us, and also share our belief
that you “don’t just watch TV.” We have a responsibility to do our very best for
them. We need to continue to prove we’re worthy of their business and trust by
working together to transform their experience in unique and profound ways.
If we can do that, if we can “wow” them every time they pick up the remote,
call our service agents or have a technician visit their home, we will have
passionately loyal customers for life. And loyal customers are the foundation
for continued excellent returns for our shareholders.
We thank you for your support, your trust and your belief in our vision that
we can continue to make DIRECTV the best video provider in the world.
Michael D. White
Chairman, President and Chief Executive Officer