Rural Texas town that changed its name for free satellite TV from namesake not all that happy

Dish Network receivers are everywhere
in Dish. (NYT photo by Rex C. Curry)

In 2005, a rural Texas town north of Fort Worth changed its name to Dish, as part of an experimental marketing strategy with the Dish Network. While residents enjoy basic satellite TV service for free, not everyone in the town is happy with the presence of the major company in the small town, reports Manny Fernandez of The New York Times.

Dish, which has a population of 200, and no restaurant, convenience store or school, was originally named Clark when it was founded in 2000, writes Fernandez. Most residents use Justin as their mailing address. "Dish doesn’t exist, in my opinion,” said Scott Bonfoey, a new resident who has DirecTV. “My mailing address is Justin, my school district is Ponder. What’s Dish?”

The name change has not reaped many rewards for the residents. It "did not turn the town into a household name, like Truth or Consequences, N.M., which named itself after the radio quiz show in 1950," Fernandez writes. "Some residents have wondered how they have benefited from the 10-year arrangement."

“It’s not a very publicized item,” said Wester Draper, a town council member. “You tell people you live in Dish, Texas, and they’re like, ‘Where’s Dish, Texas?’ Initially trying to get the service turned on, if you call them up and tell them you live in Dish and you get free TV, they don’t believe you.” 

The agreement expires in 2015, and though the mayor said he supports extending the deal, the town commissioners are in favor of changing the name back to Clark. (Read more)