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EchoStar, DirecTV battle white hot MCI WorldCom scours for wireless opportunities By Jeffry Bartash, CBS MarketWatch Last Update: 7:19 PM ET Apr 28, 2000 NewsWatch WASHINGTON (CBS.MW) -- If you thought the satellite TV battle between EchoStar Communications and market leader DirecTV couldn't sizzle any hotter, think again. The two combatants, already involved in a testy legal bout alleging unfair marketing and other low-blow tactics, have ratcheted up efforts to win new subscribers in an increasingly competitive market for pay television.For the first time, EchoStar has acquired more new subscribers (455,000) in a quarter than DirecTV (405,000), though it still only has about half the the 8.3 million customers of its larger rival. But those gains did not come without a heavy cost. EchoStar spent 10 percent more in the first quarter to gain new customers than it did in the last three months of 1999. All told, EchoStar (DISH: news, msgs) spent $467 for each new viewer, up from $425 in the fourth quarter. By comparison, DirecTV?s subscriber acquisition costs remained flat at $500. Though the unit of Hughes Electronics (GMH: news, msgs) pays more, it also gets more money from each subscriber every month -- $58 compared to about $46 for EchoStar?s Dish network. With the temporary end of free installation and other expensive promotions, both companies say they expect subscriber acquisition costs to trend down to around $450 for the year. That remains to be seen. As cable TV operators fight back with improved service and high-speed Internet connections and the market for satellite TV matures, it could become harder for Dish and DirecTV to gain new converts in the U.S. Looking ahead, the two rivals are aiming to propel growth through the introduction of new services and technologies. Both companies are now offering local channels, for instance. More than half of all new subscribers at DirecTV in the first quarter purchased local viewing packages, said spokesman Bob Marsocci. And Dish saw so much demand for its local service that analysts question whether the company really had to spend as much as it did in the first quarter to get new customers to sign on. Dish, meanwhile, also offers a satellite TV set-top box that combines TIVO-like recording features, which allow viewers to stop shows in midprogress and see them later or to tape shows without blank cassettes. Not to be outdone, DirecTV is also set to unveil its own TIVO set-top box. The satellite TV operator will also start its free Wink interactive service in a few months that, among other things, allows viewers to purchase recordings of music they see on their television or to call up statistics on sports players during games. The biggest battleground, however, may concern high-speed Internet connections. EchoStar recently announced a deal with Gilat Satellite Networks (GILTF: news, msgs) to offer two-way fast access by the end of 2000. It also has a separate agreement with privately held Isky to offer two-way access by mid 2001. DirecTV, feeling heat from EchoStar as well as from fast-spreading high-speed cable and the phone companies? digital subscriber line service, unveiled plans on Thursday to begin its own two-way high-speed service by the fourth quarter. DirecTV already offers Net access via its DirecPC unit, but that business only allows users to load information onto the Web via a 56K modem. The new service, to be attached to a satellite operated by PanAmSat, a subsidiary of Hughes, will provide true two-way access. Download speeds would reach up to eight times faster than a 56K modem, while "upload" speeds would average from two to four times faster. The new service is likely an interim stopgap until Hughes launches its multibillion Spaceway service in several years. But with competition pressing in from all sides, DirecTV can?t wait. "You just look at the competition in the marketplace," said Marsocci, referring to the cable and phone suppliers. "And obviously, Dish has made agreements with Gilat and Isky." Still, even with all the new features, the suspicion here is that the hyper growth in satellite TV in the United States is set to slow, at least a notch. Which is why both carriers are taking their battle next to Latin America. WorldCom?s wireless plans