Some major US broadcast networks will not carry Dish’s advertisements for its ‘Dish Hopper’ ad-skipping technology. On Sunday, Dish managed cleverly to circumvent Fox’s apparent ban by sponsoring a racing car at the all-important Daytona 500 NASCAR race.
Car 95 was the Leavine Family Racing’s Ford Fusion driven by Scott Speed, and it was neatly emblazoned with the Hopper logo. The car was virtually ad-free, meaning consumers would see the DISH brand on FOX in spite of the network’s ongoing refusal to air ads for DISH’s consumer-friendly Hopper Whole-Home HD DVR. Speed finished the race in 23rd place, having headed the field for two laps in the latter stages.
“The world of technology moves fast, but Fox keeps trying to wave a yellow flag and put consumers under caution, attempting to slow their access to the best in TV entertainment,” said DISH President and CEO Joe Clayton. “The Hopper is in the pole position as the fastest in the consumer technology race. We are giving consumers what they want, when they want and where they want it. Fox is trying to hold up traffic. You can’t stop the future.”
Late last Thursday night, Fox Broadcasting’s lawyers launched another attempt to block Dish Network from offering certain consumer-friendly features on the Hopper Whole-Home HD DVR, after months of unsuccessful attempts to thwart Hopper’s AutoHop and PrimeTime Anytime features.
“Everybody skips commercials and if FOX, CBS, ABC and NBC think that’s illegal, well I guess that makes us a nation of outlaws,” continued Clayton. “We might as well make the No. 95 car the DISH fans’ getaway car in what is sure to be an exciting race on Sunday!”