#CES Las Vegas - Sporting
a newly abbreviated name, a new logo, and a popular industry vet as its new
CEO, satellite-TV service Dish reached into its pouch one more time here Monday
and produced a pair of networkable set-top boxes to bring subscribers back.
president, Joe Clayton, known for his leadership roles with Thomson (RCA),
Sirius and other CE venues, introduced the Hopper and the Joey, a central DVR server
and remote thin-client box that make up the multi-room home-networking system
the company hopes to use to revitalize its subscriber-challenged operations.
Named for a
Kangaroo and its offspring, the set-top boxes promise to, among other things,
allow subscribers to automatically record and cache all of the prime time
programs from local CBS, NBC, ABC and FOX affiliates each night between 8 and
11 p.m. and hold them for up to eight days. The Hopper and its Primetime
Anytime feature will be central to a national advertising campaign.
The Hopper, which
uses a kangaroo as its trademark, is a DVR and household server on steroids. It
contains 2TB of internal storage capacity, three tuners, and the ability to
record up to six programs at a time. Users can view programs from the Hopper's
hard drive and tuners in up to three remote rooms in the house.
effect, gain the ability to "hop from room to room" viewing the same program on
"We want people
demanding a Hopper," Clayton said. "It's fun, it's entertainment, it's
emotional and it's different from what everybody else has."
The Joey is
tethered to the Hopper via a MoCA-enabled coaxial cable to share live and
recorded TV programs in up to three additional rooms, using the the Hopper as
the content hub.
The system will
incorporate a new interactive program guide that features a more ergonomic look
In addition to
launching the Hopper here, Clayton also polished up the Dish faÃ§ade by dropping
"Network" from the brand name, and increased its SiriusXM music channel
offerings with more content for the Latino market and other strategic
Dish will launch the
Hopper and Joey with a major promotional campaign, starting with "Blockbuster
At Home" that will play off its previous campaign with an added appeal to
sign up will receive three months of free DVD rentals by mail, more than 40
channels of HD programming, and more than 3,000 children's and family titles
added to the existing library of streaming Blockbuster on Demand movies, for a
total of more than 8,000 movies and television programs.
Dish will play up
the various promotions with a new advertising campaign leveraging national TV
spots and a redesigned website.
#CES Las Vegas - Sporting a newly abbreviated name, a new logo, and a popular industry vet as its new CEO, satellite-TV service Dish reached into its pouch one more time here Monday and produced a pair of networkable set-top boxes to bring subscribers back.