The LA Times’ Joe Flint writes about a four newspaper ad bombardment by The Weather Channel. Full page ads will be taken out in The New York Times, LA Times, Washington Post, and The Wall Street Journal featuring an “open letter” from Weather Channel CEO David Kenney to the DirecTV board.
In the letter, Weather Co. Chairman and Chief Executive David Kenny writes that since the network was dropped Jan. 13, “many thousands have called your customer service centers asking to terminate their contracts since they are now getting less content for the same price. But DIRECTV is threatening them with termination fees of $200 to $400.”
Kenny said in an interview that 90,000 people have pledged to Weather Channel to drop DirecTV, but they can’t afford to follow through because of the fees associated with canceling their subscriptions.
“They should be allowed to switch when you take something away they really value,” Kenny said, adding that “fairness should trump fine print sometimes.”
What brazen audacity. This is farcical and the DirecTV board will do nothing. First, even if they entertained suicidal thoughts about granting The Weather Channel’s silly request they could never implement it. Anybody who wanted to quit DirecTV, regardless of whether it was because of The Weather Channel or not, would use The Weather Channel as an excuse. How could DirecTV possibly know whose claim of wanting to quit the service because of the Weather Channel being dropped is genuine and whose is not? Well they can’t. So this grandstanding by The Weather Channel will go nowhere.
p.s. 90,000? Out of 20,000,000 subscribers? That’s .4%. For DirecTV, that’s a rounding error. For DirecTV to be concerned the number would have to be orders of magnitude higher. Looks like DirecTV may know its audience better than The Weather Channel does…