DirecTV satellite customers will now “have the ability to opt out of local stations as long as they want, whenever they want,” using the company’s new "No Locals" deal, according to Irving Mejia-Hilario of the DALLAS MORNING NEWS. The “No Locals” deal means customers will be able to "opt out of local stations when their favorite sports season ends and then turn it back on whenever they like." DirecTV Chief Content Officer Rob Thun said that though it is “not a direct response” to the rising issue of broadcasters blacking out certain stations during high-demand times, like a Big 12 or AAC championship, it is a “way to let customers fight back when broadcasters pull their signals.” Mejia-Hilario noted it is “very likely DirecTV will lose revenue as a result” but to DirecTV and Thun, it is the "price the company has to pay as television viewership is declining and to build more brand loyalty." Thun: “To save our customers that money, by definition, we have to sacrifice revenue. But we think that if we provide customers the opportunity to save money, it will make them happier and that will yield to a stickier customer.” Mejia-Hilario noted customers who select the option will receive a discount from DirecTV of up to $140 annually, and to do so, existing satellite customers will have to "call DirecTV customer service to notify them of the change." New customers will be able to "indicate on their DirecTV online account if they want a local station" (DALLAS MORNING NEWS, 3/17).
