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AT&T : considering ditching DirecTV brand post-merger

01/26/2015 | 07:54am US/Eastern

AT&T Inc CEO Randall Stephenson has suggested that the US telecoms giant is currently reviewing a major branding change for pay-TV firm DirecTV, as the Federal Communications Commission (FCC) continues its review of the USD48.5 billion merger between the two companies. Speaking at the World Economic Forum in Davos, Switzerland, Stephenson was quoted by the Wall Street Journal as saying: 'We haven't decided yet how we are going to brand it. We're testing the DirecTV brand and the AT&T brand, so we're doing a lot of thinking.' Earlier this month AT&T closed its USD2.5 billion acquisition of Mexican mobile operator Iusascell; no plans have been revealed regarding the potential rebranding of the cellco. *AT&T is currently awaiting regulatory approval to complete its takeover of DirecTV, the US satellite-TV operator with considerable assets across Latin America, including a non-controlling stake in Sky Mexico. Interestingly, DirecTV's current management team has launched Time Division-Long Term Evolution (TD-LTE) fixed-wireless technology using 2500MHz spectrum via both Sky Brasil and DirecTV Colombia, with plans afoot to initiate similar deployments in Venezuela and Peru.

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