AT&T TV streaming video services, including AT&T NOW, will be spun off and re-branded DirecTV Stream starting Aug. 26th as the company relaunches its restructured live subscription video services (excluding HBO Max) in tandem with new partner, private equity investor TPG Capital.

The company has begun notifying subscribers to its current AT&T-branded OTT services, in advance of the name change taking effect Thursday.

The restructured DirecTV entity will own and operate AT&T’s U.S. and Puerto Rico video business unit, and includes services distributed via direct-to-home satellite, OTT streaming and IP.

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“This is a watershed moment for DirecTV as we return to a singular focus on providing a stellar video experience,” Bill Morrow, CEO, DirecTV, said in a statement, issued earlier in the month. “Building on our recent momentum, we are well-positioned to bring unparalleled choice and value to all of our customers under one iconic brand, whether they beam it or stream it.”

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By Greg Tarr

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