In a major rebranding move, DirecTV is now positioning itself as a streaming service, meaning a satellite dish is no longer required to access its content. The company is launching a new advertising campaign to communicate the change to its customers.

What happened: DirecTV is promoting its pay-TV package that doesn’t require a satellite dish. The company, traditionally known for offering TV packages via satellite dishes, has launched a new advertising campaign called “For the Birds,” featuring NFL star turned college football coach Deion Sanders, CNBC reported on Friday.

The campaign is designed to highlight DirecTV’s transformation into a streaming company. As pay-TV providers lose customers to streaming services, DirecTV wants to convey that its service doesn’t require a bulky satellite dish.

“We built this as an alternative. … We know that 80% of people prefer not to have the dish on the side of their house,” Vince Torressaid DirecTV’s marketing director.

The company’s research found that 75% of consumers felt DirecTV still required a satellite dish, even though it began offering a streaming option in 2016.

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DirecTV offers two streaming options: DirecTV Stream, a no-contract Internet TV package, and DirecTV over the Internet, which requires a signed contract and is only available through the company’s own hardware, called a Gemini box.

Despite the shift to streaming, DirecTV continues to value its satellite TV customers and continues to offer a comprehensive live sports package.

Why it is important: This move by DirecTV comes after a series of legal battles involving the NFL and its Sunday Ticket broadcast package. In June, the NFL was hit with a $4.7 billion judgment in a lawsuit alleging that the NFL and DirecTV conspired to drive up the cost of subscriptions to watch games outside of the home.

In August, however, a judge overturned that ruling, ruling that the plaintiffs had not presented enough evidence to justify the $4.7 billion in damages.

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Image via DirecTV’s official site

This story was created with Benzinga Neuro and edited by Pooja Rajkumari