March 23, 2010 / 4:54 AM / in 8 years

Dish Network and DirecTV trade suits over ad claims

March 23 (Reuters) - Dish Network Corp (DISH.O), the No. 2 U.S. satellite television operator, counter sued DirecTV Group DTV.O for running false and misleading advertisements, a month after its rival charged the company over similar claims, court documents showed.

The war of words over advertisement claims between the two satellite TV operators began last month when DirecTV lodged a complaint against Dish Network with a U.S. District Court.

In the complaint, DirecTV said Dish Network began running a nationwide television commercial, which falsely claimed that Dish charges significantly less than DirecTV for the same services.

DirecTV had alleged in its filing that Dish’s “Why Pay More” campaign specifically names DirecTV as one of the three featured TV service providers that charges extra for the same services.

In response to DirecTV’s complaint late on Monday, Dish counter claimed that DirecTV’s national television commercials in turn “mimic look and feel of certain ads in Dish Network’s Why Would You Ever Pay More For TV campaign.”

    In the suit, Dish also challenged DirecTV’s claim to be “America’s fastest growing satellite TV service,” saying since the last six months of 2009 Dish has been the fastest growing satellite TV service.

    Dish has requested the court to order DirecTV to retract and correct its “false and misleading advertising claims.” Dish has also sought DirecTV to pay for certain monetary damages.

    DirecTV has 18.6 million U.S. video subscribers, below cable company Comcast Corp’s (CMCSA.O) 23.6 million and above fellow satellite operator Dish Network, which has 14 million.

    The case is IN re: DirecTV Inc vs Dish Network Corp, Case No. 10-01138, U.S. District Court, Southern District of New York. (Reporting by Sakthi Prasad in Bangalore )

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