DirecTV
DirecTV, headquartered in El Segundo, California, began broadcasting on the 17th of June 1994. By the end of that year's count it had 320,000 subscribers. Twenty years later, in 2014, the figure stood at 20,265,000. That is a lot of rooftop dishes aimed at the southern sky. Its main rivals are Dish Network and traditional cable providers, along with IP-based television and over-the-top video services. It serves homes and businesses in the United States and Puerto Rico. The company's path was unusual. It grew out of an aircraft maker's fortune, changed owners many times, and fought hackers whose cracked smart cards it eventually destroyed from a distance. It also put a blimp with a video screen over sports stadiums. How did a satellite service get started? Who has owned it, and who owns it now? And what is left of the business when satellites are no longer required?
In 1953, Howard Hughes created the Howard Hughes Medical Institute and transferred full ownership of Hughes Aircraft to it. Hughes died in 1976, and the institute was incorporated in 1977. Litigation followed over whether it could keep its stake in the aircraft company. In 1984, the court appointed a new board for the institute. That board sold Hughes Aircraft to General Motors on the 20th of December 1985 for an estimated $5.1 billion. General Motors then combined it with its subsidiary Delco Electronics. The result was Hughes Electronics Corporation.
Stanley E. Hubbard founded United States Satellite Broadcasting, known as USSB, and became a leading advocate for direct-broadcast satellite service in the United States. In the early 1990s, the medical institute and other companies believed that technology would soon make digital satellite television affordable. Hubbard teamed up with Thomson Consumer Electronics and Hughes Electronics to design a practical digital service that could carry 175 channels. Hughes set up DirecTV as a separate division. It also reached an agreement with USSB to build and launch the first high-power direct-broadcast satellite system.
A rule from 1992 required direct satellite broadcasters to reserve 4% of their channel space for noncommercial educational and informational programming. DirecTV picked C-SPAN, EWTN and the Trinity Broadcasting Network from its existing lineup. It then chose six more channels to meet the requirement: Clara+Vision, Inspirational Life, NASA TV, PBS YOU, StarNet and WorldLink TV. The USSB and DirecTV services then went on the air together.
In December 1998, DirecTV paid $1.3 billion for USSB and merged the two satellite services into one. In 1999 it bought a competitor, PrimeStar, for $1.83 billion. That purchase sharply raised DirecTV's share of the American satellite television market.
On the 9th of April 2003, News Corporation, then the parent of 20th Century Fox, agreed to buy a 34% controlling interest in Hughes for $6.6 billion. The package included General Motors's entire share. The Federal Communications Commission voted 3-2 along party lines on the 19th of December 2003 to approve the deal. Conditions came attached. News Corp. had to accept arbitration for disputes with carriers of its broadcast channels. It also had to deliver programming through DirecTV neutrally, without favoring its own networks.
On the 31st of January 2004, Hughes announced that it would focus entirely on satellite television and sell its other interests. It took the name The DirecTV Group, Inc. on the 16th of March 2004. Its ticker symbol changed from HS to DTV. In April, it sold its controlling interest in PanAmSat to a private consortium led by Kohlberg Kravis Roberts for $3.53 billion. On the 22nd of April 2005, it spun off Hughes Network Systems and sold half of it to SkyTerra, receiving $157.4 million. The other half later went to SkyTerra for $100 million.
On the 13th of December 2007, DirecTV bought most of the assets of ReplayTV from D&M Holdings. In 2008, News Corporation shareholders approved a swap valued at $11 billion. News Corporation sent its 38.5% controlling interest in The DirecTV Group to Liberty Media, along with four regional Fox Sports Net stations and $550 million in cash. In return, it received Liberty's 19% interest in News Corp. On the 4th of May 2009, Liberty announced that it would split off Liberty Entertainment and its 65% interest in Game Show Network. Those would merge with The DirecTV Group. The merger was completed on the 19th of November 2009. The new company took the name DirecTV, and PepsiCo executive Michael White became its CEO. In June 2013, DirecTV bought LifeShield, a Pennsylvania maker of wireless home security systems, planning to sell them to its own customers.
On the 18th of May 2014, AT&T announced that it would buy DirecTV for approximately $67.1 billion. The Federal Communications Commission approved the acquisition in 2015, with conditions lasting four years. AT&T had to extend its fiber-optic broadband service to more customers, public libraries and schools. It also had to avoid discriminatory usage-based allowances or other discriminatory retail terms on its internet service. The transaction closed on the 24th of July 2015, after approval from the FCC and the Department of Justice. In December 2015, DirecTV replaced its own emblem with AT&T's logo. AT&T chief financial officer John Stephens said that DirecTV's large national subscriber base gave the service more bargaining power in carriage deals, which meant lower programming costs. When AT&T bought Time Warner for over $80 billion in 2016, DirecTV ended up under the same umbrella as HBO, Cinemax, Turner Broadcasting System, Warner Bros. and Telepictures.
On the 25th of February 2021, AT&T announced that it would spin off DirecTV, along with U-verse TV and DirecTV Stream, into a separate company. TPG Inc. bought a 30% stake, and AT&T kept 70%. The deal closed on the 2nd of August 2021, with Bill Morrow as CEO. On the 30th of September 2024, AT&T announced that it would sell its remaining 70% to TPG for $7.6 billion. The sale was finalized on the 2nd of July 2025. That left TPG with all of DirecTV and ended AT&T's television business, apart from U-verse TV.
On that same day in September 2024, DirecTV announced a plan to acquire rival Dish Network from EchoStar. It later abandoned the deal because of opposition from EchoStar bondholders.
The first DirecTV dish measured 18 inches, or 46 centimeters, across. It had a single feed that received digital signals from satellites at the 101 degrees West orbital position. The first service delivered all-digital, standard-definition national channels to the lower 48 states. That gave households without cable access to national channels. Early receivers carried the RCA and GE names, which belonged to Thomson of France, along with Sony. When a few high-definition channels arrived in the late 1990s, Samsung, Philips, Panasonic, Mitsubishi and Toshiba added HD-capable receivers under their own brands. That helped them sell early HD televisions. Features that felt new at the time included an interactive program guide and parental controls that let parents protect R-rated channels with a passcode. Pay-per-view rentals could now be made with the remote instead of a phone call.
From 1999 to 2003, receivers were modified to handle local channels, and the program guide grew to cover up to two weeks of listings. A new outdoor antenna with an elliptical reflector, measuring 18 by 24 inches, had three feeds. It could also receive satellites at 119 and 110 degrees West. For high definition, DirecTV built new network components and settled on a "common user experience" across receiver brands. Partners included Pace Micro Technology of Britain, LG of South Korea, Thomson, GE under license, and ProScan. New Ku band satellites raised the available signal bandwidth more than six-fold. A "Slimline" antenna with five LNBs could also receive Ka band satellites at 99 and 103 degrees West. Over time, HD programming moved to the 99, 101 and 103 slots, so three LNBs were enough. Those HD channels needed an H20 or HR20 receiver, or a later model, that supported the MPEG-4 standard. These models also added HDMI support.
In 2012, DirecTV launched its Genie family, made up of a Genie home server and mini Genie devices. The Genie had 5 satellite tuners. It could show up to four channels live while recording a program on the fifth. Up to eight mini-Genies could be installed in a home, but live viewing was possible on only four devices at once, counting the Genie itself. Whole-home viewing let people watch their DVR recordings from any room. A feature called GenieGo let them download recordings and stream them to devices outside the house.
In November 2014, DirecTV became the first television provider to offer 4K ultra-high-definition programming. At launch, that meant renting a small library of on-demand films, downloaded to the subscriber's Genie DVR. It worked only on "DirecTV 4K Ready" televisions that supported the RVU protocol, which meant selected Samsung 4K sets released in 2014. In 2015, 4K Genie Mini boxes arrived that could connect to any compliant HDMI 2.0 and HDCP 2.2 device. In April 2016, live sports began in 4K, including the 2016 Masters Tournament, 25 MLB Network Showcase baseball games, and all Notre Dame college football home games that season.
In 2023, DirecTV released Gemini, a set-top box built on Android TV hardware. One version relies only on over-the-top services. A second version can also act as a client for the Genie system. In August 2023 came Gemini Air, a compact pendant with an integrated voice remote for streaming 4K. Meanwhile, the company manages a fleet of 12 geostationary satellites at positions from 95 to 119 degrees West.
Every DirecTV receiver relied on a smart card that follows the ISO/IEC 7816 standard. The programming is encrypted, and the card tells the receiver how to decrypt it. To fight piracy, DirecTV creates a new generation of access cards about every two years. The service is now on its fifth generation.
The first generation, called P1 or F cards, were used until 1997. They showed a satellite picture and the DSS logo. H cards, the P2 generation, arrived in 1996, looked the same, and stayed in use until 2002. P3 cards, known as HU cards, were introduced in 1999 and used until April 2004. Their fronts showed a football player, a basketball, a clapperboard and a film canister. DirecTV pulled them from circulation because piracy plagued the system.
P4 cards appeared in 2002 and are labeled "Access Card: 4." In 2004, D1 cards followed, with silver edges and only the word "DirecTV" on the front, after compatibility problems between P4 cards and some receivers. The D2 and P12 cards came in 2005. The P12 card is the only one that works with the R15, H20 and HR20 series receivers. The current standard card carries the words "Now part of the AT&T family."
One week before Super Bowl Sunday in 2001, DirecTV struck back in an event known as Black Sunday. Starting in late 2000, hackers had received a string of software updates that each carried a few harmless-looking bytes. When combined, those bytes formed code that hunted for hacked smart cards. It destroyed 98% of them and wrote the text "GAME OVER" into the first 8 bytes of each card's memory. Hacks continued after that event.
In July 2012, subscribers who tuned to Nickelodeon, MTV or Comedy Central found a message on screen instead. It read: "Viacom, the owner of this channel, forced DirecTV to suspend it despite our many requests to keep it on. We are working to bring it back as soon as possible without an unfair increase to your bill. Disruptions like this are brief. Go to DirecTVPromise.com for the latest info." DirecTV executive Derek Chang told the media that Viacom was pushing for "more than a 30 percent increase, which equates to an extra $1 billion." He called the demands extravagant. Denise Denson, Viacom's Executive Vice President of Content Distribution and Marketing, said DirecTV refused to talk after 11 am on Tuesday. She said DirecTV's last offer was "lower than anyone else pays us in the industry." The channels were down only a few days.
In December 2005, the Federal Trade Commission imposed a $5.3 million penalty on DirecTV for violating federal telemarketing rules. It was the largest civil penalty the commission had ever announced in a case enforcing any consumer protection law. In September 2008, consumers filed a class action in Los Angeles Superior Court to stop the company from charging early cancellation penalties. A motion sought to block automatic charges to bank accounts and credit cards without prior knowledge and written consent.
The Boston Globe reported in August 2008 that DirecTV had drawn 20,000 complaints in under three years to the Better Business Bureau about cancellation fees slipped into bills. By August 2010, the bureau had logged 39,000 complaints over the previous three years and gave the company an F grade. Many concerned early termination fees, billing and service. Yet in 2007, DirecTV had won a J.D. Power award for customer satisfaction among residential cable and satellite TV providers.
In 2009, the Washington Attorney General's office filed a civil complaint under the state's Consumer Protection Act. It alleged unclear rebate terms, unfair advertising and automatic extension of customer contracts. That case settled in December 2010, with DirecTV agreeing to pay over $1 million. A similar suit brought by the other 49 states and the District of Columbia was settled for $13.25 million. On the 11th of March 2015, the Federal Trade Commission sued again, this time for deceptive advertising. It said DirecTV failed to properly disclose contractual obligations and premiums in its TV packages. Customers who leave early without fulfilling their programming agreements can still be charged a pro-rated fee of up to $480.
In 2006, DirecTV began a series of commercials in which movie and television characters break the fourth wall to praise its picture quality and its number of high-definition channels. Rather than use computer-generated imagery, the original actors usually returned to their roles on recreated sets. The new footage was mixed with the original scenes. William Shatner appeared as Captain Kirk from Star Trek VI: The Undiscovered Country. Sigourney Weaver came back as Ellen Ripley from Aliens, and Kathy Bates as Annie Wilkes from Misery. Christopher Lloyd returned as Dr. Emmett Brown from Back to the Future, and Robert Patrick as the T-1000 from Terminator 2: Judgment Day.
Beginning in March 2010, another series spoofed the game show To Tell The Truth, with Alex Trebek as host. The spots mocked cable television and DirecTV's archrival Dish Network, which later sued for false advertising. In August 2011, Deion Sanders began appearing in ads for NFL Sunday Ticket, urging viewers to switch from cable. The ads first said the package was "free" for a year for new customers with the Premiere package and a two-year contract. On the 4th of August 2011, Comcast sued DirecTV for false advertising. DirecTV changed the ads to say "at no extra charge," and Comcast dropped the case on the 19th of August 2011.
More recent campaigns include "Get Your TV Together," which launched in 2021 with Serena Williams. In April 2023, Brian Cox starred in "Overly Direct Spokesperson." In February 2024, "For the Birds" promoted a satellite-free streaming service, featuring Henry Winkler and Steve Buscemi.
The company's marketing also took to the air. The DirecTV blimp, named "lefty," was launched in October 2007 at the MLB World Series in Boston. This second-generation A-170LS Video Lightsign Lightship carries a video screen that shows full-color images day or night, and it is the only one of its kind in the world. It flies mainly over live sporting events. The Lightship Group, an advertising company based in Orlando, Florida, owns and operates it, and followers on Twitter track its journeys from one event to another.
In 2000, DirecTV introduced the first live in-flight television service for airlines. JetBlue and a startup carrier called Legend Airlines, now defunct, were the first to use it. Today it serves American Airlines, Delta Air Lines, JetBlue, Southwest Airlines and United Airlines.
The bars and restaurants unit that began in the 1990s grew into DirecTV for Business. Streaming services normally bar commercial venues from using consumer accounts. DirecTV's licensed service avoids that problem, and businesses do not have to rework their systems for a streaming-only platform. On the 23rd of August 2022, Amazon and DirecTV for Business agreed to carry Thursday Night Football for business customers at no extra cost. In 2023, an exclusive deal with Apple brought MLS Season Pass and Friday Night Baseball to business customers only. DirecTV for Business also kept the rights to NFL Sunday Ticket for businesses.
On the 1st of March 2016, AT&T announced several DirecTV-branded over-the-top services, including AT&T TV, DIRECTV Mobile and DIRECTV Preview, to be offered together as DirecTV Now. The platform launched on the 30th of November 2016 and competed directly with Sling TV.
In November 2024, DirecTV launched MyFree DirecTV, a free streaming service supported by commercials. It offers a free on-demand library and live channels on a FAST platform. It runs on DirecTV Gemini devices, Amazon Fire TV, Apple TV, Roku and Google TV. In January 2025, DirecTV MySports launched as a streaming sports bundle that needs no satellite subscription. Its Genre Pack offers 40 live channels plus ESPN+, and it secured channels owned by the former partners in Venu Sports and by Comcast's NBCUniversal. In February 2025, more Genre Packs followed. By April 2025 there were four: MyEntertainment, MyNews, MySports and MiEspañol. Anyone who buys one also gets 100+ channels through MyFree DirecTV.
In March 2025, DirecTV announced MyHome Team, available to MySports customers. It features local live sports and in-market games from 37 professional franchises, including 12 MLB teams, 15 NBA teams and 10 NHL teams. On the 13th of April 2025, DirecTV ended DirecTV Stream as a standalone brand and folded its offerings into the regular DirecTV service.
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Common questions
When did DirecTV launch?
DirecTV and USSB launched their programming services on the 17th of June 1994. DirecTV bought USSB in December 1998 and merged the two satellite services.
Who owns DirecTV today?
TPG Inc. owns DirecTV outright. The sale of AT&T's remaining 70% stake for $7.6 billion was finalized on the 2nd of July 2025, after TPG bought 30% in 2021.
How much did AT&T pay to buy DirecTV?
AT&T bought DirecTV for approximately $67.1 billion. The deal was announced on the 18th of May 2014 and closed on the 24th of July 2015.
What was DirecTV's Black Sunday?
Black Sunday was a 2001 event, one week before Super Bowl Sunday, when updates DirecTV had sent to hackers combined into code that destroyed 98% of hacked smart cards. It wrote "GAME OVER" into the first 8 bytes of each card's memory.
What is MyFree DirecTV?
MyFree DirecTV is a free streaming service, supported by commercials, that launched in November 2024. It offers a FAST platform and an on-demand library on DirecTV Gemini devices, Amazon Fire TV, Apple TV, Roku and Google TV.
Who are DirecTV's main competitors?
DirecTV's primary competitors are Dish Network and traditional cable television providers. It also competes with IP-based television services and other over-the-top video services.
All sources
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- 142Client Highlights >> DirecTVLightships
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