So far, the marketing efforts include the hiring of Omnicom Group-owned Rapp Collins for a direct mail campaign, as well as a change in the communications strategy with retailers.
The possibility of a new advertising strategy has also been suggested.
Rapp Collins has been charged with targeting DirecTV's best customers with loyalty programmes and incentives, as well as reviewing contacts with other customers.
DirecTV is now the subject of an anti-trust inquiry, which could take a year to be concluded. Its smaller competitor EchoStar wants to buy the satellite network for £18bn, but many -- including rival bidder, News Corporation chairman Rupert Murdoch -- argue that the deal would lead to a lack of choice in pay-TV platforms for people living in rural areas of the US.
Hughes has said it expects 2002 revenues to rise more than 8%, based on the performance of DirecTV. It has predicted 2002 revenues of more than £6.2bn.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .