USSB BEAMS INTO NEW CAMPAIGN

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U.S. Satellite Broadcasting is becoming the latest satellite TV company to sharply boost its ad spending, but with a bit of a twist.

The campaign that hits network TV today comes from Leap Partnership, Chicago. USSB, which had been at Bozell, Minneapolis, recently picked Ogilvy & Mather, New York, as its agency.

The unusual juxtaposition of a new agency being named just as another agency's work breaks stems from the importance of the fall selling season for the RCA Digital Satellite System.

USSB and DirecTV vie for subscribers among families who buy an 18-inch RCA or now a Sony dish at consumer electronics stores.

The new spots, which broke on cable last month, feature a feel-good, vignette format focusing on people getting the satellite dishes. USSB also has a $1.4 million schedule on the "Rush Limbaugh" show and print ads.

USSB spent about $8 million last year and claims it will double its ad budget this year.

Primestar Partners, which makes a competing system, already raised its ad budget, as did Thomson Consumer Electronics, which makes the RCA dishes.

DirecTV, which was already spending heavily, in late July launched new TV spots from Campbell-Ewald, Los Angeles. A new radio campaign features a character identified as "Lloyd, the cable guy." DirectTV has also been doing print and heavy local promotion.

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