DIRECTV PARA TODOS 'Home Away From Home' Programming Attracts Hispanic Viewers in Record Numbers

DIRECTV PARA TODOS 'Home Away From Home' Programming Attracts Hispanic Viewers in Record Numbers

Posts 120,000 Net New Customers for First Quarter 2005; Spanish-Language Service Doubles Its Customer Base to 700,000 in Past Year; Leads All Pay TV Services in Offering More Top-Rated, Country-of-Origin Spanish-Language Programming

EL SEGUNDO, Calif., May 10 /PRNewswire-FirstCall/ -- As pay TV services scramble to meet the programming demands of the booming Hispanic population in the United States, DIRECTV, Inc., the nation's leading and fastest-growing digital television service provider, has emerged as the only entertainment provider to offer Hispanics culturally relevant, top-rated Spanish-language programming from their home country. The DIRECTV PARA TODOS(R) service "home-away-from-home" programming strategy has propelled the Spanish-language package to another record quarter of growth -- adding 120,000 net new subscribers for the first quarter of this year -- a 63 percent increase over the previous quarter, which was the service's best in its history.

The first quarter numbers represent a 222 percent increase over the same period a year ago, continuing the momentum for DIRECTV's Spanish-language programming service, which nearly doubled its growth rate in 2004 and is growing at a faster rate than its satellite TV and cable competitors. The DIRECTV PARA TODOS service had more than 700,000 total platform customers as of March 31, 2005.

Looking beyond the traditional marketing belief that emphasizes the need to tailor product and service offerings only to U.S. Latinos of Mexican origin, the DIRECTV PARA TODOS management team recognizes the importance of catering to a diverse U.S. Hispanic population, including the 35 percent of U.S. Hispanics from Central America, South America and Spain.

"We are changing the landscape of Spanish-language TV in the United States to become a 'home away from home' for U.S. Hispanics," said Mark Ryan, senior director, Marketing, DIRECTV, Inc. "In developing what we call our 65/35 programming strategy, we know that our Hispanic customers' most important need is to connect with their country of origin, with the culture and their traditions. Incorporating the top-rated, country-of-origin programming like Colombia's Caracol TV, Ecuador's Ecuavisa, and WAPA-America/Puerto Rico underscores our commitment to provide programming to the many underserved segments of this country's Hispanic community."

According to Ryan, DIRECTV PARA TODOS' competitive edge is strengthened by the company's ability to secure exclusive deals with the leading networks in those Latin American countries with significant populations in the United States, resulting in a television service with 40 of the best and most popular Spanish-language channels in the world.

According to the 2000 U.S. Census, Hispanics are the fastest-growing ethnic group in the U.S. -- representing close to 40 million people -- and Mexicans account for more than 65 percent of the U.S. Hispanic population. Industry surveys show that the U.S. Hispanics in the U.S. are willing to pay more for digital cable, premium programming and large-screen TVs.

According to a survey by Knowledge Networks/SRI, a N.J. media research firm, 44 percent of Hispanic households in the United States own a large-screen TV, compared with 40 percent of white households.

About DIRECTV, Inc.

DIRECTV is the nation's leading and fastest-growing digital television service provider with 14.4 million customers. DIRECTV, the Cyclone Design logo and DIRECTV PARA TODOS are registered trademarks of DIRECTV, Inc. DIRECTV (NYSE:DTV), a world-leading provider of digital multichannel television entertainment services, is approximately 34 percent owned by News Corporation Ltd.

About DIRECTV PARA TODOS(R) Programming

Launched in October 1999, the DIRECTV PARA TODOS service offers the most comprehensive Spanish- and English-language programming available at an affordable price. The service provides access to more than 50 Spanish-language channels* including sports, movies, music, news and educational networks and 210 English-language channels of DIRECTV(R) programming, featuring the largest selection of pay per view choices and sports programming available. *Includes English-language broadcast channels with alternate Spanish audio.

Source: DIRECTV, Inc.

CONTACT: Robert Mercer of DIRECTV, Inc., +1-310-726-4683; or Jennifer
Gonzalez of PainePR, +1-213-447-8229, for DIRECTV

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