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DIRECTV UNIT CHASES INTERNET USERS

Launches Ad Campaign for Broadband Services

By Published on .

SAN FRANCISCO (AdAge.com) -- DirecTV Broadband is launching an advertising campaign to convince consumers to switch their Internet connection from dial-up to broadband.

A subsidiary of the Hughes Electronics Corp. and sibling of DirectTV, DirectTV Broadband's ads begin today on cable TV. Their theme is "gateway to a more thrilling Internet."

TV and Internet ads
In addition to the TV effort, the campaign includes a direct, e-mail and online campaign. A spokeswoman for DirecTV declined to discuss spending but said the effort would run on national cable networks.

The ad campaign, from Interpublic Group of Cos.' Deutsch Los Angeles, uses the same "feel the joy" tagline as DirecTV.

Hyping new features
In an attempt to differentiate itself from a host of competitors going after the same Internet-savvy consumers, DirecTV Broadband will highlight services planned to begin next year. These include voice-over IP services, which allows additional telephone lines on the same local phone company line as the DirecTV Broadband connection, secure telecommuting, parental-control features and home networking.

A number of other competitors already have launched significant campaigns offering introductory low-cost monthly service, including a partnership between Yahoo! and SBC, and Covad.

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