What Is the Success of Satellite TV Really Due to?

We Americans love television, and so it’s not that much of a surprise to see that television providers generally manage to do pretty well for themselves: it’s a service that’s pretty hard to mess up, though certainly it can be perfected—and that is just what a handful of companies in the satellite TV sector have gone ahead and done over the last 10 years or so. And their efforts seem to have paid off pretty well, as currently satellite television is the king of the TV market and is achieving greater and greater success. Many people, fully aware of this success, don’t necessarily understand how it came to be, considering the rise of satellite television to the top to be somewhat of an enigma. Yet upon closer analysis of what has gone on in the satellite industry over the last decade or so, it becomes obvious that there are very logical and very ingenious reasons for the current reign of satellite over cable.

The reality is that more than ten years ago, satellite TV providers were still the underdogs, though they would quickly turn that situation on its head. The basis for the rise of satellite was clearly a technological one, and it was pretty much inevitable. While cable communications had been very consistent and reliable for decades and decades, satellite communications had always been much more problematic as indeed the nature of such communications is much more complex. This had placed cable on a pedestal yet through no virtue of its own, rather as a result of the difficulties of overcoming the challenges of wireless communications (one of the most significant scientific conquests of the 20th century, mind you). Innovative new solutions started to be implemented in the mid to late 1990s that revolutionized the satellite industry, such as distributing communications traffic in new ways, using different frequencies to avoid the problem of signal dispersion, and much more. The result was that satellite TV connections all of a sudden provided a vastly superior level of signal reliability, up to and even above in many cases what cable providers were able to offer. And thus the stage was set for the conquest of satellite across the national market and the international market as well.

Yet technology alone can’t explain why satellite television has achieved the success that it has. There was a lot more to it than just that, and we can discern a mix of clever marketing strategies with superior customer support and a permanent focus on diversifying the service in every way possible. This last issue in particular has been of enormous importance: satellite providers have led the way in offering more international programming (including strictly international channels), more interactive channels and features, more customizable packages, and also more high definition channels. By opening up the field in this manner, satellite providers have laid very solid foundations for themselves and guaranteed many more years of getting top customer satisfaction rankings.

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