AT&T to Retire DirecTV, U-Verse Names
AT&T plans to start stamping out the brand names of satellite provider DirecTV and its own U-Verse pay-TV brand next month.
The change is part of a new platform rollout under the AT&T Entertainment name, according to DSL Reports.
An AT&T spokesman told TheWrap that the company will be a corporate brand moving forward, but he added that the company will continue to use DirecTV as a product name for the foreseeable future, given its strength in the market.
The telecom giant became the country’s biggest pay-TV provider earlier this year with its $49 billion takeover of satellite company DirecTV. The transformational purchase was aimed at diversifying AT&T into more television service and “over-the-top” and mobile video. AT&T said then that it was considering changing the DirecTV name.
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A notice posted on AT&T’s internal employee site said the shift will begin in January with the launch of our next-generation TV platform. DSL Reports added that all TV product names will change to AT&T Entertainment to better represent it as a single entertainment portfolio.