By India McCarty
DIRECTV is consolidating its offerings in an effort to simplify customers’ choices — and draw customers away from their streaming rivals.
“At DIRECTV, we’re breaking up with the one-size-fits-all bloated cable bundles of the past by delivering new ways for consumers to enjoy the content they love at the best value,” Vince Torres, chief marketing officer at DIRECTV, said in a statement.
He explained the company is launching “Genre Packs” and “Mini-Packs” that will allow customers “to pick and choose what they want to watch and when they want to watch it.”
The Genre Packs include groupings like MyEntertainment, MyNews, MySports and MiEspañol, while the Mini-Packs include MyCinema and MySports Extra.
The Genre Packs start at $35 a month, with the option to add Mini-Packs to your plan. Users can also add speciality channels like Max, STARZ, MGM+, Fox Nation and Hallmark+.
Additionally, DirecTV will consolidate its streaming services, DIRECTV STREAM and DIRECTV via internet, under one name: DIRECTV STREAMING.
Related: DirecTV Offers Customers Option to ‘Opt Out’ of Local Channels
The Streamable reported that there are no more price differences across the packages, adding, “Whether a subscriber is signed up for DIRECTV service via satellite or streaming — with or without a device — the price will be determined by the channel package, not how you watch.”
This is the latest move DIRECTV has made in an effort to draw viewers back from streaming platforms. The company also recently partnered with INVIDI Technologies, which helps brands more accurately target potential customers.
“Our longstanding support of INVIDI has enabled us to connect brands with their audiences effectively,” DirecTV Chief Advertising Sales Officer Amy Leifer said, via TV Technology. “The deal underscores our commitment to continue to invest in the future of addressability and leans into INVIDI’s industry-leading solutions to deliver outcomes for brands of all sizes and across all categories.”
Bruce Anderson, co-CEO of INVIDI, added, “INVIDI Technologies has had a longstanding relationship with DirecTV as a client and an investor, and we know this will only strengthen that support.”
“DirecTV is a strong advocate for addressable advertising, and with their increased involvement, we expect to be able to further grow our business in the U.S,” he continued. “At the same time, we plan to continue to work to build on our successes internationally, expanding our efforts in India, APAC, MENA, Europe and Latin America.”
DIRECTV’s announcement of this new collection of specialized packages is a smart move as it continues to fight back against streaming platforms.
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