Texas Town Turns On and Into Dish

DALLAS Following the lead of other towns that have adopted corporate names in exchange for services or money, Clark, Texas, said today it would adopt the name Dish so that its 125 residents could receive free Dish Network satellite TV and programming.

Dish Network introduced the Dish City Makeover as part of recent rebranding efforts and a new advertising campaign promising “Better TV for all.”

City commissioners in Clark, 25 miles north of Fort Worth, Texas, voted to rename the municipality Dish Tuesday night at a packed town hall meeting. Clark, first incorporated as a town in 2000, is a rural agricultural and ranching community as well as a bedroom suburb for commuters who work in the Dallas-Fort Worth area. The deal is worth about $250,000, the company said.

“We accepted this challenge because we believe this relationship will give us a unique opportunity to put our town on the map,” said Dish Mayor Bill Merritt. “And we hope it will help us attract new people and businesses so that our town can grow in the right direction.”

Dish Network is a marketing unit of EchoStar Communications in Englewood, Colo. The network competes with DirecTV to provide satellite service.

In 2000, Halfway, Ore., agreed to become Half.com for a year in an agreement with Ebay that provided $100,000 and a new computer lab for the school.

The pioneer in name changes is Truth-or-Consequences, N.M., which changed its identity from Elephant Butte in honor of the TV game show in the 1950s. The city reportedly got little more than publicity from the switch.