Now that satellite TV has become the preferred and/or alternative choice to cable TV in the Buffalo - Rochester - Syracuse - Albany area, the consumers final decision is who to purchase their satellite TV service from. With local channels now available from both DIRECTV^® and DISH Network both companies offer more programming content and better value in comparison to cable TV service.

As one of western and central NY's largest satellite retailers, The Dish Store is a local company, established in 1999. has been awarded the Top 50 National Elite DIRECTV^® retailer award.

Many hotels, nursing and rehabilitation centers, and other businesses have also selected The Dish Store to bring satellite TV programming to their guests, residents and employees, and if you visit your local bar on a Sunday to watch your favorite NFL team, chances are the installation was completed by The Dish Store. Many other large corporations have chosen The Dish Store for their Satellite TV and Broadband needs.

"Our business success is due to the thousands of installed residential and commercial customers in western and central NY who have trusted us to bring satellite TV to their homes and businesses. Our strategic focus is to provide the consumer with an alternative to cable TV," says Michael A. Shestock, President, of The Dish Store Inc. "When we began this process in 1998, our goal was to be the first-choice provider of satellite service in the Rochester and Western New York market. Many of the key people here have worked together for years in prior careers." "We know each other well, have managed large national and key accounts, sales and distribution, and call centers in the past. We have allied our company with extremely strong and recognizable brand names that stand for quality and innovation."

"Technology and innovation always win," says Shestock. "Only so much programming can be sent through a cable to your home at a higher transmission and distribution cost. Meanwhile satellites hover overhead beaming down thousands of channels of programming in every language, not constrained by cable frequency or bandwidth. An example of this is DIRECTV's recent announcement that they will soon be broadcasting 150 channels in HD. In this 24/7 world, you can also change your satellite programming with a simple phone call or via the internet. There is no truck to roll, no pole for a cable installer to climb, and no cable to connect or disconnect in a panel box to bring you the programming you want now! This technology and innovation results in better TV programming and better value for the consumer and business customer.

Cable TV has lost credibility with the community with their unjustified price increases of over 40% since 2001 and by continually running their negative satellite ads, says Shestock, Their attempt to create doubt in the consumer's mind and to portray satellite TV as an unreliable service has failed. This marketing tactic has only created genuine dialogue about satellite TV vs. Cable TV at home and in the workplace, and has motivated the consumer to get the real facts by seeking testimonials from their friends and neighbors who already have Satellite TV. Consumers know that satellite TV offers fair and consistent pricing, and is a very reliable programming delivery source.

"Many people also now realize that cable TV signals originate from satellite dishes located behind the cable company's offices that receive all their programming," says Shestock. "Cable TV just assigns the satellite TV signal to a cable channel or frequency and sends it to your home via miles and miles of cable at a higher cost of transmission and redistribution, and these costs are ultimately passed along to the consumer in the form of a higher cable bill."

A final tip on how to choose satellite TV retailer is that consumers should be cautious of telesales, direct marketing and internet solicitations for satellite TV from out of market companies. Many of these companies offer special gifts when you purchase a system and then you have to wait several months for the gift to arrive if it ever does.  In most cases the consumer pays for freight when purchasing from a non-local retailer, has to locate an installer, or an uninsured sub-contractor is scheduled to install the service at their home. It is best to choose a local retailer that has a presence in the community.

A local retailer also employs local people, has a community presence, maintains proof of insurance for liability and injury, and is available locally to support you after the sale.

A satellite TV system bought from an out of area firm with no local presence is not subject to many local and state laws and regulations, and sub-contractors are paid for only performing the installation that day. If something goes wrong after the install that requires additional work then who do you call, and how responsive will an out of area firm be.

If you have additional questions or concerns please contact The Dish Store at 328-2080, your local satellite TV provider in the Western NY area.