AT&T to begin transitioning away from DirecTV brand starting in January, report says

AT&T (NYSE: T) will begin transitioning its newly acquired U.S. satellite TV operations away from the DirecTV brand and toward the newly minted "AT&T Entertainment" starting in January, according to an internal memo obtained by DSL Reports.

"Beginning in January, you'll see us add the AT&T globe to the DirecTV name and remove 'Now a part of the AT&T family' to signify that the best in connectivity unites with the ultimate in entertainment, and to make it clear that DirecTV is now part of the AT&T product line," the memo said.

The announcement coincides with AT&T's attempt to consolidate its pay-TV business around its satellite asset. For example, promotional energy has been directed away from the legacy U-verse platform and onto DirecTV. 

"Once we have established our next generation TV platform, we plan to transition all TV product names to AT&T Entertainment to symbolize our move to a single entertainment portfolio," AT&T added.

Reached for comment by FierceCable, an AT&T representative called the report "incorrect," noting that "the DirecTV brand is not going away in January and will continue for the foreseeable future." Reminded that the DSL Reports story -- and associated internal memo -- only imply that the AT&T would begin phasing out the DirecTV brand in January, the rep had no futher comment.

In its memo, AT&T also said that it will "rewrap" legacy DirecTV installation vehicles with the AT&T globe. Older building signage will also be replaced. 

The memo said that outside the U.S., the DirecTV and Sky brands will remain unchanged. 

The move isn't a surprise. Back in January, AT&T CEO Randall Stephenson told a conference in Switzerland that his team was considering such a rebrand. "We haven't decided yet how we are going to brand it," he said. "We're testing the DirecTV brand and the AT&T brand, so we're doing a lot of thinking."

For more:
- read this DSL Reports story

Related articles:
AT&T pondering name change for DirecTV post-purchase
AT&T closes DirecTV purchase: Stankey in charge of new 'Home Solutions' operation, White retires
DirecTV to deliver live 4K in early 2016, company exec says


How To Lower the Cost of Ownership of Your Cable Access Network

This white paper presents a cost analysis of a virtualized cable modem termination system (CMTS) deployed in a distributed access architecture (DAA). Learn how to eliminate traditional CMTS constraints, efficiently enhance your network performance and more.

Suggested Articles

Comcast is planning new data caps and video service price increases for its subscribers in 2021.

T-Mobile has found a quick fix for its troubles with programmers, who voiced displeasure with their channels being sold in the TVision Vibe.

The Apple TV remote is an often reviled peripheral device. Universal Electronics has taken it upon itself to create a different option.