Commentary

Dish Sends AMC To TV Siberia As Punishment For Its Carriage Controversy Commercial

by Wayne Friedman , Staff Writer, June 5, 2012

Commercials can have a big effect on how people feel about their cable, satellite or teleco system -- at least according to Dish Network.

AMC Networks wanted to alert 15 million Dish viewers that its AMC, IFC and WE TV channels might be removed from the satellite service by the end of June as a byproduct of the carriage dispute between the two companies.

AMC tried to inform Dish viewers of this fact through a commercial on its own networks -- which ran over Dish. No surprise that this didn’t sit well with the folks at Dish. As a consequence, it banished the AMC networks to the hinterlands -- sky-high channel positions numbered 9607 through 9610.

In the digital age, consumers don’t think about numbers in accessing premium TV or video. Subscription video-on-demand services like Netflix and Hulu level the playing field for everyone.

In the 1990s, broadcast and cable networks regularly tried to compete for lowered number channel slots, where research said TV consumers gravitated. Much of this channel theory still is relevant.

On the Internet -- and in the digital space overall (including video-on-demand) -- this strategy is of no importance. With no real remote control, consumers have other tools: brand-name video destinations and search engines, for example.

Currently, it is still hard to find less-watched cable networks easily on cable, satellite and telco systems that have hundreds of channels. Yes search tools and electronic program guides can be used. But many still find their way by surfing among more commonly viewed cable networks and stumbling upon something.

Dish’s punishment of AMC wasn’t as severe as it could have been. It has reserved the ultimate slap -- a total blackout of the channel -- an action that is becoming more common.

In this regard—even at those higher channel positions -- AMC can still offer its criticisms of Dish via commercials on its own network programming feeds. Of course fewer people will see this messaging.

If TV viewers had, say, a keyboard for their traditional TV viewing – as well as access to some kind of easier viewing guide search tool, or Internet-like web browser – much of this wouldn’t matter.

But traditional TV habits die hard and that works in Dish’s favor. Still, fervent AMC viewers on Dish will no doubt be angry.

The future doesn’t look much better. DirecTV Chief Executive Officer Michael White says we can expect more blackouts – temporary and longer-term – because of ever-higher program costs for TV/video services.

And no doubt there will be more commercials trying to convince TV consumers what is and isn’t fair.

5 comments about "Dish Sends AMC To TV Siberia As Punishment For Its Carriage Controversy Commercial".

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Michael Kaplan from Blue Sky Creative, June 5, 2012 at 7:38 p.m.
I have a feeling that if and when Apple unveils its television offerings, this will swiftly become a problem of the past. It's for anti-consumer reasons like this that Dish and other home entertainment providers will (or should) eventually whither and die.
Seriously, how DARE they mess with my channels -- just because they're having an executive-level pissing contest with a series of cable channels. Imagine the phone company deciding to go to battle with a company, and deciding that all outgoing calls from that company simply wouldn't ring in customer's homes. America wouldn't stand for it. And American shouldn't have to stand for this.
If I had DISH, I'd drop my service today. If my current provider ever does this, I'll dump them in a heartbeat.
Reply

Paula Lynn from Who Else Unlimited, June 5, 2012 at 7:57 p.m.

True about back in the nineties, potential accounts would tell me and other salesmen at the indie where I was working that 23 was too high a number and that meant the station wasn't any good. It should be higher than 10. OK. Now, if these transmission of information companies could be legally considered utilities....but that's part of another topic.

mary ellen collins from metro networks, June 5, 2012 at 8:16 p.m.

Dish should get an attitude adjustment, and leave AMC alone...this kind of hostage taking should be outlawed. after all, the airwaves are owned by the public, and they have an obligation to the public to make sure programming is available at all times...and not on SIberia channels...

Evi L. Bloggerlady from evilbloggerlady.blogspot.com, June 6, 2012 at 3:17 a.m.

I am dissatisfied with Dish.

Dish has terrible customer service. I would advise anyone considering Dish not to do it.

The one station I really like at Dish is AMC. I got the expanded service just to get AMC. If Dish drops it, I will consider dumping Dish altogether or certainly downgrading to just the minimum (and ride out the contract).

E.B. Moss from AdLarge, June 7, 2012 at 11:19 a.m.

Actually, to Mary Ellen's comment, while I agree with the sentiment and frustration, satellite (or cable) are NOT 'owned by the public' like "airwaves." The distributors like DISH, or Time Warner, license the products, like AMC, etc., with carriage fees. The "free" airwaves that the public controls to any degree are down to things like PBS. Though austensibly public broadcasting is 'commercial free' because it is member- and government -supported, those funds are drying up so quickly that there are increased commercial messages there, too.

The fact is, commercials pay the bills for the programming we love, like Mad Men. If we don't want commercials we have to pay for the product through fees.

We ALL would prefer the free ride, and even get annoyed with things like forced video pre-rolls online. And THAT is why targeted messaging, and opting in to agreeing to watch messaging right for you for REDUCED fees will probably be the model we end up with.