The FCC and Nielsen decide which locals you get. Technically you are not to use it outside of that market. Do people doe it? yup. But thats where spotbeams come in (which you ran into)
www.wikipedia.org/wiki/Dish_Network read section 4.1 it won't answer all your questions but it might help you understand. Once upon a time DISH thought they could do what you want Oct. 2006 changed it but they still insist on teasing the government.