Dish Network 2009 Annual Report Download - page 3

March 24, 2010
Dear DISH Network Shareholders:
During 2009, DISH Network saw marked improvements, as we simplified our business and focused on
operational efficiencies and comparative value messaging, which in turn helped us reach the 14 million
subscriber milestone and become the nation’s fastest-growing pay-TV provider. Additionally, our lean
business practices, streamlined internal architecture, and enhanced sales organization enabled DISH
Network to maintain a solid financial record and increase cash flow.
Over the past year, we made significant investments in our sales organization, shored up our operations and
equipped our front-line teams with the tools necessary to improve communication and create a more
efficient and consistent customer experience. We coordinated action teams to reach out to our consumer-
facing employees, independent retailers, distributors and alliance partners across the country to discuss best
practices, encourage more thoughtful business decisions, and continue our efforts to improve the customer
experience. Furthermore, recognizing that today’s difficult economic climate creates a unique set of
challenges for consumers, we implemented new promotions, such as pay-in-advance options, that enable us
to provide DISH Network service to a wider base of cost-conscious consumers. These operational
improvements, combined with an assertive marketing initiative that encouraged consumers to compare the
quality and value of our services to those of our competition, resulted in lower customer churn and positive
subscriber growth.
We made great strides in 2009 to solidify our position as a forward-thinking company focused on leading
the pay-TV industry in video technology. We further extended our leadership in high definition by
increasing our national HD channel count to more than 150; nearly doubling the number of markets in
which we provide high-definition local channels; bolstering our HD offerings in Alaska, Hawaii and Puerto
Rico; and expanding our 1080p offerings, including the introduction of the first TV series in 1080p. We
also launched the new NFL RedZone channel, additional Latino programming and a slate of new
international channels. Meanwhile, we expanded our already robust lineup of interactive television
offerings. Finally, in advancing our award-winning technology, we announced the first and only HD DVR
receiver integrated with Sling technology.
This is just the beginning. We plan to add more national HD channels and launch more local markets in
both high definition and standard definition. We intend to continue our customer service improvements by
focusing on the consumer’s point of view at all levels; enhancing relationships with our alliance partners,
distributors and retailers; streamlining business processes; and maintaining our position as a leader in
innovative technologies. Throughout 2010, we will roll out a competitive slate of TV Everywhere™
solutions that will provide our customers with a “best-in-class” television experience.
As the economy embarks on a long road to recovery, DISH Network’s comparative value is more important
than ever to today’s discerning, cost-conscious consumer. We are poised to maintain our strong growth
momentum that began in 2009 and distinguish ourselves as “best-in-class” at delivering video anywhere,
any time. Thank you for your confidence and continued support of our business.
Sincerely,
Charles W. Ergen
Chairman, President and Chief Executive Officer