DirecTV is an American company that provides subscription satellite television services, which has managed to stay at the forefront of the latest technology and entertainment content. Throughout its trajectory it has ventured into different countries offering a quality service that has led it to position itself as the top entertainment product in front of consumers. It entered the Colombian market in 2006 with the standard Pos Paid service offer that it has handled in all regions, which consists of providing the television system to consumers by charging their credit cards month by month for value of $ 170,000 COP, which would offer a considerable amount of movies and exclusive sports channels that only the operator handled. The service offered by the company managed to position them as a premium service in the country due to its vast content and its high price that brought with it a staggered development in sales of 26% between 2006 and 2009, growth that did not meet the company's planned objectives. and the CEO of the moment Chase Carey who had opted for a more aggressive growth in Latin America by being the only operator with exclusivity of many sports of interest and the latest in movies. In order to achieve the proposed objective in Colombia and Latin America, the idea of launching a service that would cover a new market segment with lower purchasing power but that would continue to have the need for a television service of the highest quality is being studied. This is where the idea of offering a service with fewer channels, with selective entertainment packages and that could be recharged easily, was born, the name of this service was Pre-Paid. The idea of implementing this new sales channel would bring with it a strong investment in equipment (decoders) that could adapt to the proposed model, a new distribution network that could promote and position the new business channel, a new remuneration model that would make it profitable a cheaper sale, a fact that made the company think about the financial future that this decision could imply, the certainty of the proposed objectives and the profitability of the same. That is why below we will analyze DirecTV's decision-making regarding this idea of the Prepaid channel, its evolution, its management against competitors and the results obtained in the Colombian market to know if the creation of this new channel was the ideal or not and if the decisions made were the right ones.
