AT&T to begin transitioning away from DirecTV brand starting in January, report says

AT&T (NYSE: T) will begin transitioning its newly acquired U.S. satellite TV operations away from the DirecTV brand and toward the newly minted "AT&T Entertainment" starting in January, according to an internal memo obtained by DSL Reports.

"Beginning in January, you'll see us add the AT&T globe to the DirecTV name and remove 'Now a part of the AT&T family' to signify that the best in connectivity unites with the ultimate in entertainment, and to make it clear that DirecTV is now part of the AT&T product line," the memo said.

The announcement coincides with AT&T's attempt to consolidate its pay-TV business around its satellite asset. For example, promotional energy has been directed away from the legacy U-verse platform and onto DirecTV. 

"Once we have established our next generation TV platform, we plan to transition all TV product names to AT&T Entertainment to symbolize our move to a single entertainment portfolio," AT&T added.

Reached for comment by FierceCable, an AT&T representative called the report "incorrect," noting that "the DirecTV brand is not going away in January and will continue for the foreseeable future." Reminded that the DSL Reports story -- and associated internal memo -- only imply that the AT&T would begin phasing out the DirecTV brand in January, the rep had no futher comment.

In its memo, AT&T also said that it will "rewrap" legacy DirecTV installation vehicles with the AT&T globe. Older building signage will also be replaced. 

The memo said that outside the U.S., the DirecTV and Sky brands will remain unchanged. 

The move isn't a surprise. Back in January, AT&T CEO Randall Stephenson told a conference in Switzerland that his team was considering such a rebrand. "We haven't decided yet how we are going to brand it," he said. "We're testing the DirecTV brand and the AT&T brand, so we're doing a lot of thinking."

For more:
- read this DSL Reports story

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