Group takes offense to new Dish ads
By Kimberly S. Johnson
Denver Post Staff Writer
http://www.denverpost.com/business/ci_2974452
A watchdog group says Echo Star's latest Dish Network television commercials suck - or, actually, shouldn't.
The American Family Association is asking members and others to send letters to the Douglas County-based satellite-TV provider that voice dissatisfaction over Dish Network commercials using the word "sucks" to describe cable TV. They say the commercials teach children to use offensive language.
"Kids start to pick up this type of crude language," said Randy Sharp, special-projects director for the group. "Certainly there are much better ways for (Dish Network) to promote their product."
The Mississippi-based organization said nearly 18,000 people have used a form on its website to send e-mails to EchoStar.
The ads are not intended to be vulgar, said EchoStar spokesman Steve Caulk. Focus-group participants told the company they understood the colloquialism as a way of describing disgruntlement with cable TV.
EchoStar uses variations of the phrase "My TV sucks," in its latest print, radio and TV ads. In one of two commercials now airing, for example, two couples are eating dinner. The visiting woman comments about a breeze in the room. The homeowner replies, "Oh, it's my TV. It sucks."
EchoStar is known for its edgy ads. Last year's "greedy pigs" campaign featured a pig dressed in a cable company's sweater that destroyed a house.
"We got calls from people who didn't like seeing a pig in that context," Caulk said. "We also got calls from people who said they loved the ads, and the same is true of this campaign."
While Sharp said he doesn't consider the word "sucks" a swear word, he likens it to other words he finds inappropriate, such as "dang" and "fart."
Although one branding expert said the letter-writing campaign "borders on the ridiculous and absurd," an industry analyst warned EchoStar not to alienate its family-oriented customers. "The value-conscious, the more rural, that's an audience they've done well with," said Bruce Leichtman, president of Leichtman Research Group. "When you're being that aggressive with the message, you walk a tightrope." Staff writer Kimberly S. Johnson can be reached at 303-820-1088 or kjohnson@denverpost.com.
By Kimberly S. Johnson
Denver Post Staff Writer
http://www.denverpost.com/business/ci_2974452
A watchdog group says Echo Star's latest Dish Network television commercials suck - or, actually, shouldn't.
The American Family Association is asking members and others to send letters to the Douglas County-based satellite-TV provider that voice dissatisfaction over Dish Network commercials using the word "sucks" to describe cable TV. They say the commercials teach children to use offensive language.
"Kids start to pick up this type of crude language," said Randy Sharp, special-projects director for the group. "Certainly there are much better ways for (Dish Network) to promote their product."
The Mississippi-based organization said nearly 18,000 people have used a form on its website to send e-mails to EchoStar.
The ads are not intended to be vulgar, said EchoStar spokesman Steve Caulk. Focus-group participants told the company they understood the colloquialism as a way of describing disgruntlement with cable TV.
EchoStar uses variations of the phrase "My TV sucks," in its latest print, radio and TV ads. In one of two commercials now airing, for example, two couples are eating dinner. The visiting woman comments about a breeze in the room. The homeowner replies, "Oh, it's my TV. It sucks."
EchoStar is known for its edgy ads. Last year's "greedy pigs" campaign featured a pig dressed in a cable company's sweater that destroyed a house.
"We got calls from people who didn't like seeing a pig in that context," Caulk said. "We also got calls from people who said they loved the ads, and the same is true of this campaign."
While Sharp said he doesn't consider the word "sucks" a swear word, he likens it to other words he finds inappropriate, such as "dang" and "fart."
Although one branding expert said the letter-writing campaign "borders on the ridiculous and absurd," an industry analyst warned EchoStar not to alienate its family-oriented customers. "The value-conscious, the more rural, that's an audience they've done well with," said Bruce Leichtman, president of Leichtman Research Group. "When you're being that aggressive with the message, you walk a tightrope." Staff writer Kimberly S. Johnson can be reached at 303-820-1088 or kjohnson@denverpost.com.
