Northwest Broadcasting, DirecTV still at impasse

In an effort to reach a contract settlement with DirecTV, Northwest Broadcasting, Inc., offered two separate proposals over the past 36 hours, according to a Northwest press release.

DirecTV has not responded, the release said.

"We understand how important the NFL playoffs and Super Bowl are to our viewers, so we wanted to make a strong push to settle our differences before the weekend so that they can watch the games," said Brian Brady, CEO of Northwest Broadcasting. "Unfortunately, DirecTV does not seem to have the same urgency."

A 10-year contract between the two companies expired on Dec. 31. DirecTV customers are experiencing a blackout of their FOX Network programs as a result.

Brady said that while he and Mike White, CEO of DirecTV, have spoken on the phone recently, they do not agree on the value of Northwest's stations. The release said DirecTV wants to pay Northwest a discounted rate because of the size of the company or region of the country.

"According to their website, subscribers of DirecTV are paying the same rate in Northwest's markets for their Choice package, Sunday Ticket, and other services from DirecTV as people in New York, Portland and Seattle," Brady said. "Why should we be paid less?"

Northwest's most recent proposal, offered Thursday, was conditional, the release said. It stated that Northwest would accept, based on DirecTV's representation and independent verification of those representations, their marketplace number which they have offered Northwest.

Northwest has not heard back from DirecTV to discuss its offer, the release added.

Robert Mercer, director of public relations for DirecTV, responded to the press release Friday via e-mail.

"Northwest is making yet another desperate attempt to mask the fact that they are asking for a 600 percent increase and a rate that is astronomically higher than any other local station group," he said. "But whomever customers choose to believe, it just seems like a no-brainer to keep the channels on while we negotiate, which is what we have asked Northwest to do from the beginning. It's ultimately the right thing to do for the customer."

He said Northwest does not want to keep the channels on because "it takes away their ability to hold us hostage and force increases that will dramatically raise our customers' bill," Mercer said.