If you are a Dish subscriber, you are well aware of the Dish Tribune Media dispute, with Tribune owning 42 local stations and WGN America. All Tribune Media stations went dark on Dish on June 12th.
This is bad for both brands, but terrible for Dish.
At issue is the price Dish is willing to pay Tribune to air its stations. Depending on which side you are on in the Dish Tribune war, Dish claims that Tribune wants more than its worth and Tribune claims that Dish is not negotiating in good faith because Dish is not willing to pay the same that other cable and satellite providers are paying.
The beliefs in the Dish Tribune dispute.
If you have read anything at all on our site, you know that what is actually true takes a back seat to what is believed. From a consumer’s perspective, subscribers of Dish believe they are the ones being punished and it’s Dish, not Tribune Media, that doing the harm. Needless to say, Dish customers are complaining to whoever is listening. If you believe Tribune, nearly 300,000 subscribers left the satellite provider in the second quarter alone.
From a business perspective, I understand that Dish wants to get Tribune as cheaply as possible. (It also doesn’t help Dish that it’s behind DirecTV and some cable providers in subscribers, meaning it doesn’t have the cash others do.) I also understand that Tribune wants to get paid at the same rate it does from the rest of the TV providers.
As a customer, therefore, I get angry at the company I am paying each month to bring me the content it promised to deliver. I think most consumers believe they are paying too much for the television programming already, which is one of the reasons so many people are cutting the cord.
What does Dish accomplish by telling its customers that the Dish Tribune dispute is the fault of the content provider? Does it expect its subscribers to stand up in support?
Dish has a serious brand problem. Its promise to deliver content has failed. The belief is that Dish is wrong and that Tribune is being reasonable.
Since a lot of Tribune Media stations air NFL football, subscribers will be forced to watch the games elsewhere when the season beings in a few weeks. At that point, it will be too late for Dish.