DirecTV Inc. announced the launch of a new brand and national television advertising campaign to support it. According to DirecTV, the objective of the new branding is to remind customers that all TV providers are not equal. The campaign emphasizes the differences among TV providers and claims were consumers get their TV from does matter. The words “Rethink TV” have been added to the DirecTV logo.

“Today, television is changing the way people see, connect and interact, and through this new campaign our goal is to educate and remind customers on how DirecTV will continue to lead the way as the innovative TV provider,” Neal Tiles, executive vice president of marketing for DirecTV, said in a prepared statement.