DirecTV to Enter Local Advertising Sector

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Satellite broadcaster DirecTV Group has announced a new service that can channel ads to specific viewers based on their location, the Wall Street Journal reported Wednesday.

The company will introduce the service in 2011 using software that picks up information from the viewer’s set-top box to determine location.

Until now, satellite signals could only target large regions of the globe, such as the eastern or western half of the United States. The new technology will allow DirecTV to compete against TV stations and cable systems for local advertising, the Journal reported.

In mid-morning trading, shares DirecTV were trading at $22.68, up 33 cents or 1.5 percent for the day.

Based in El Segundo, DirecTV is the largest satellite TV service in the country with about 18 million subscribers.

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