DISH Network Serves Alternative to Cable

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EchoStar Communications Corp.'s DISH Network, a broadcast satellite television provider, began a national marketing campaign yesterday promoting itself as an alternative to cable television.

The effort includes print, radio and television ads. The national TV ads are a first for the company. The campaign's length has yet to be determined, the DISH Network said, but its promotions usually last three to four months.

The ads aim to drive people to retailers, which include Sears, Costco and Radio Shack.

A toll-free number also will be provided within the ads.

The DISH Network said the campaign targets consumers facing cable rate increases. As part of the effort, the company began a "WOW -- Free Satellite TV" promotion offering a 60-channel digital TV package for $22.99 per month.

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