DirecTV Group, the leading U.S. satellite TV provider, said on Tuesday it expects its subscriber acquisition costs to increase in 2010 as it invests in more advanced services and products to differentiate itself from rivals at the cable companies.

Patrick Doyle, chief financial officer for the El Segundo company, said DirecTV is investing in services such as multi-room viewing and broadband connections to set top boxes.

Doyle, who was speaking at a Citi investor conference in San Francisco, said investing in new advanced services will adds to some “upward pressure” in subscriber acquisition costs in 2010.

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