Dish Network 2010 Annual Report Download - page 8

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1
1
PART I
Item 1. BUSINESS
OVERVIEW
DISH Network Corporation is the nation’s third largest pay-TV provider, with approximately 14.133 million
customers across the United States as of December 31, 2010. We were organized in 1995 as a corporation under the
laws of the State of Nevada and started offering DISH Network subscription television services in March 1996.
Our common stock is publicly traded on the Nasdaq Global Select Market under the symbol “DISH.” Our principal
executive offices are located at 9601 South Meridian Boulevard, Englewood, Colorado 80112 and our telephone
number is (303) 723-1000.
On January 1, 2008, we completed the distribution of our technology and set-top box business and certain
infrastructure assets (the “Spin-off”) into a separate publicly-traded company, EchoStar Corporation (“EchoStar”).
DISH Network and EchoStar operate as separate publicly-traded companies, and neither entity has any ownership
interest in the other. However, a substantial majority of the voting power of the shares of both companies is owned
beneficially by Charles W. Ergen, our Chairman, President and Chief Executive Officer or by certain trusts
established by Mr. Ergen for the benefit of his family.
Business Strategy
Our business strategy is to be the best provider of video services in the United States by providing high-quality
products, outstanding customer service, and great value. We promote the DISH Network programming packages as
providing our subscribers with a better “price-to-value” relationship than those available from other subscription
television providers. We believe that there continues to be unsatisfied demand for high-quality, reasonably priced
television programming services.
• High-Quality Products. We offer a wide selection of local and national programming, featuring more
national and local HD channels than most pay-TV providers. We have been a technology leader in our
industry, introducing award-winning DVRs, dual tuner receivers, 1080p video on demand, and external
hard drives. To maintain and enhance our competitiveness over the long term, we are promoting a suite of
integrated products designed to maximize the convenience and ease of watching TV anytime and
anywhere, referred to as “TV Everywhere.” Our TV Everywhere™ service utilizes, among other things,
online access and Slingbox “placeshifting” technology.
• Outstanding Customer Service. We strive to provide outstanding customer service by improving the
quality of the initial installation of subscriber equipment, improving the reliability of our equipment, better
educating our customers about our products and services, and resolving customer problems promptly and
effectively when they arise.
• Great Value. We have historically been viewed as the low-cost provider in the pay-TV industry in the U.S.
because we seek to offer the lowest everyday prices available to consumers after introductory promotions
expire.
Products and Services
Programming. We provide programming which includes more than 280 basic video channels, 60 Sirius Satellite
Radio music channels, 30 premium movie channels, 35 regional and specialty sports channels, 2,800 local channels,
250 Latino and international channels, and 55 channels of pay-per-view content. In addition, we offer local HD
channels in more than 160 markets and 215 national HD channels. Although we distribute over 2,800 local
channels, a subscriber typically may only receive the local channels available in the subscriber’s home market. As
of December 31, 2010, we provided local channel coverage in standard definition to markets covering 100% of U.S.