The campaign’s theme is based on research the company conducted where it discovered that one of the biggest pain points viewers have is overpaying for programming they don’t watch. (The company wouldn’t share specific details of the research.) 

“The average household watches maybe just over one-dozen channels, but they pay for hundreds of channels that they don’t even watch with other TV providers,” Schanman said.

“Sling’s different because we give customers control over their entertainment experience,” he added. “We are approachable. We’re unexpected, but we also ensure that people can find what they want to watch. Basically, we don’t try to trap people into the old live pay TV model.”

For the updated color palette, Schanam said the company’s research found that customers connect with Sling TV through its colors. While the old logo featured a darker blue, the updated one features a lighter blue, yellow and orange aesthetic.

The brand campaign and image update comes about seven months after EchoStar completed its merger with Dish Network. It’s the platform’s first brand campaign since the merger, although Sling TV did not disclose how much it cost.

In its latest quarterly earnings in May, EchoStar reported that Sling TV lost around 135,000 subscribers compared with the previous year, where the platform saw a loss of 234,000. Sling TV ended March with a total of 1.92 million subscribers.

However, Schanman said the main goal isn’t solely to drive subscribers to the service, but rather to create something unique in a saturated market, leading to better customer acquisition and higher retention. 

“Our goal is to create some uniqueness in the market and stand out, since we are a unique service,” Schanman said. “We’re not necessarily a cable or satellite TV replacement. We’re an alternative. We’re significantly less expensive. We have a very unique set of channels.”