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Bell Atlantic Video Steps Up Marketing Efforts
for Satellite Television Service
Campaign Uses Direct Response Television, Radio, Direct
Mail and Print to Promote Free DIRECTV System Installation Offer
March 22, 1999
RESTON, Va. -- Bell Atlantic Video has embarked on its most robust
marketing campaign to date, launching its first television spot to reach
consumers in Washington, D.C., Baltimore, Philadelphia and parts of New
Jersey this month.
The 60-second television ad, called "Driver's Seat," features a Bell
Atlantic Video subscriber using his DIRECTV System for the first time.
The test drive plunges him into a three-dimensional world of adventure,
sports and a larger-than-life interactive program guide, leaving him fully
satisfied with his chosen television experience -- until his son takes control
of the remote.
The ad is one component of an integrated television, radio and direct mail
and outdoor campaign that prompts consumers to call Bell Atlantic for a
guide to the DIRECTV System. The guide explains the simplicity of
getting satellite television in tabbed sections dedicated to programming,
pricing, frequently asked questions and special promotions. Developed
by Loughlin Creative, a direct response advertising agency in Washington,
D.C., the campaign also ties into Bell Atlantic's corporate "Wild Things"
advertising campaign and features James Earl Jones.
"Now that we serve five metropolitan areas, we have the mass market
potential to take full advantage of an integrated campaign like this and the
current free installation offer from DIRECTV," said Dick Beville,
president of Bell Atlantic Video. "Our message is clear -- you want
unsurpassed family entertainment at home, and Bell Atlantic can bring it
New customers who order a DIRECTV System from Bell Atlantic
between March 11 and April 25, 1999 will receive free standard
professional installation of the DIRECTV System (a $129 value), provided
that DIRECTV* Total Choice* programming is activated and installation
is completed by May 7, 1999. With this offer, Bell Atlantic subscribers
will also receive three free months of DIRECTV Total Choice
programming (a $89.97 value).
Bell Atlantic Video began marketing services from DIRECTV and U.S.
Satellite Broadcasting** last year. The satellite television service is now
available in the Washington, D.C. metropolitan area, Baltimore, New
Jersey, Philadelphia and northern Delaware. Bell Atlantic plans to bring
the service to other Northeast markets this year. More information on the
service is available by calling 1-888-379-2355 toll-free or on Bell
Atlantic's World Wide Web site at www.BellAtlantic.com/digitaltv.
Certain restrictions apply.
DIRECTV is the nation's leading digital satellite television service, with
more than 4.6 million subscribers nationwide. The service offers access
to more than 185 channels of digital entertainment, including popular
networks such as CNN, Disney Channel, ESPN, and USA Network. In
addition, subscribers can select from optional professional and collegiate
sports subscription services and as many as 55 pay per view choices a day.
United States Satellite Broadcasting Company, Inc. (Nasdaq: USSB),
provides consumers nationwide with an unprecedented collection of more
than 20 premium movie channels from HBO and Showtime. Only via the
DIRECTV System can consumers get programming from USSB and
DIRECTV. USSB's headquarters are located in St. Paul, Minn.
Bell Atlantic is at the forefront of the new communications and
information industry. With more than 42 million telephone access lines
and 8.6 million wireless customers worldwide, Bell Atlantic companies
are premier providers of advanced wireline voice and data services, market
leaders in wireless services and the world's largest publishers of directory
information. Bell Atlantic companies are also among the world's largest
investors in high-growth global communications markets, with operations
and investments in 23 countries.
*DIRECTV and Total Choice are trademarks of DIRECTV, Inc., a unit of
Hughes Electronics Corporation. The earnings of Hughes Electronics are
used to calculate the earnings per share attributable to GMH (NYSE
symbol) common stock. Visit DIRECTV on the World Wide Web at
**United States Satellite Broadcasting Company, Inc., U.S. Satellite
Broadcasting and USSB are service marks of United States Satellite
Broadcasting Company, Inc. USSB services available only within the
United States. USSB reserves the right to change programming services,
programming packages, prices and terms and conditions at any time.
NOTE TO PRESS: Campaign materials are available for editorial use.