AT&T entertainment chief says DIRECTV NOW 'foundation' for future efforts
Speaking during the launch event for DIRECTV NOW, AT&T Entertainment CEO John Stankey stated, "The first product we're launching on this platform is DIRECTV NOW, but it's really important to understand - this is the foundation for how we're going to do things in the future. This is bigger, in my view, than the introduction of the U-verse product 10 years ago, when we entered the TV business from AT&T. Why is it bigger? Because for the first time in our history, we have control of the full stack." Stankey added, "Premium products and premium content has been very important to our business... We're still focused on making sure we have a great premium product, that we have a great premium customer base that we're not going to forget. However, some things have changed. What's changed is, we have a new segment of the market that we want to address. This new platform allows us to do that... There are over 20M [U.S.] households that are not part of the pay TV ecosystem today. This product is tuned to address portions of that base, to find the folks that maybe couldn't pass credit checks, to look at the cord shavers and the cord nevers."