Echostar Communications Corp., on the heels of second quarter financial results, which yielded mixed reaction and diminishing new net subscribers from its telecom partners for its Dish Network direct-to-home satellite television service, launched a new ad campaign aimed at dissatisfied cable customers. The campaign is built around the tagline, “Better TV for All.”

Echostar cited public reports that said 1.2 million households switched to satellite TV since January, bringing satellite TV’s share of the pay-TV market to 25 percent. Echostar also cited a recent survey from Leichtman Research Group Inc. that found 60 percent of former digital cable subscribers who maintain a pay-TV subscription cite expense and “poor value” as the top reasons for dropping the service.

“Research indicates that most cable subscribers don’t know the benefits of satellite TV,” Echostar President and COO Michael Neuman said in a statement. “A significant percentage of them have no idea that Dish Network is less expensive than digital cable.” Echostar cited a Federal Communications Commission report released in February that notes Dish Network packages cost 20 percent less than those offered by digital cable.