P.C. Richard, DirecTV Ink New Agreement

FARMINGDALE, N.Y.— Long Island, N.Y.-based TV/Appliance chain P.C. Richard and Son has bounced back to an exclusive satellite TV distribution arrangement with DirecTV.

The chain, which serves the metro New York City area, had been selling EchoStar since early 2000, when its relationship with DirecTV was severed.

With the latest agreement, the chain will phase out of their EchoStar equipment over the next several months, and bring in DirecTV equipment under multiple CE brand names.

"DirecTV has the highest brand awareness over any other satellite provider in the market," said Gregg Richard, of P.C. Richard and Son.

Adding this brand name to P.C. Richard & Son's already leading product selection demonstrates one more way in which we can enhance our current product offering and deliver the best in satellite television."

The decision also had much to do with EchoStar's refusal over the past year to carry the YES Network, which is controlled by New York Yankees owner George Steinbrenner.

"P.C. Richard wanted to come back and have the DirecTV premiere brand presence associated with their store," said Steve Cox, DirecTV sales, distribution and customer acquisition executive VP. "Also, from a timing standpoint, we both saw the advantage of getting the program up and running in order to take advantage of the YES Network situation."

Currently, neither EchoStar nor Cablevision, which is the predominant cable operator in P.C. Richard's territories, carry the YES Network. The area sports channel broadcasts most of the games of the New York Yankees, New York Nets and other NYC-area professional and collegiate sports teams.