Washington, D.C. (January 13, 2008) -- DIRECTV last year launched a marketing campaign boasting that it would offer 100 HD channels by the end of 2007.

Problem is, the satcaster fell short of the target, ending the year with 87 high-def channels.

But DIRECTV CEO Chase Carey says the '100 HD Channels' campaign was a huge success, generating more subs and better-paying customers.

"The marketing group for DIRECTV did a very good job at sort of having a message that resonated with the marketplace," Carey told an investors conference last week, according to MediaPost.com. "The 100 channels was relatable, was understandable -- and, I think, grabbed people."

Carey's remarks might lead some to question if the satcaster used the phrase, '100 HD Channels,' in its ad campaign because it sounded better than 87, or some other number that's less than 100.

By saying the round number of 100, more high-def viewers may have been attracted to the satcaster's service.

But DIRECTV recently told MediaPost.com that it did not reach the 100 mark because some channels didn't launch high-def networks as expected.

The satcaster could have reached the 100 mark by adding from up to two dozen current HD channels that have yet to find spots in DIRECTV's lineup, including a 15-channel suite from Voom Networks.

But DIRECTV says it didn't want to add channels just to be adding them.

MediaPost.com writes that Carey didn't refer to DIRECTV's failure to hit the 100 mark in his address before the investors.

Although DIRECTV failed to offer 100 HD channels by the end of 2007, Carey said as late as September that it would hit the century mark.

Despite falling short of the 100 mark, DIRECTV now offers more high-def channels than any other TV provider.

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Here's DIRECTV's press release from January 2007 announcing that it would offer 100 HD channels in 2007:

DIRECTV to Offer 100 National HD Channels in 2007

(Business Wire) -- DIRECTV, the nation's leading satellite television service provider, is hailing 2007 as the "Year of HD" with the planned launch and carriage of 100 national high-definition (HD) channels. With this substantial HD muscle, DIRECTV will offer three-times more HD programming than any other multi-channel distributor, with the majority of these channels launching in Q3.

DIRECTV also announced today that it currently has signed agreements, or agreements in principle, with more than 70 major networks including:

-- A&E
-- National Geographic
-- Bravo
-- NFL Network
-- Cartoon Network
-- SciFi Channel
-- CNN
-- Speed
-- Food Network
-- TBS
-- FX
-- The History Channel
-- HGTV
-- The Weather Channel
-- MTV
-- USA Network

DIRECTV will also extend its leadership in HD sports programming by offering hundreds of games and other HD programming available from Regional Sports Networks (RSNs) around the country, including YES Network, Comcast Sports Net, New England Sports Network and FOX Sports.

To satisfy the insatiable appetite for a greater number of movies in HD, DIRECTV will offer an expanded line-up of HD programming available from all premium movie channels.

"This is DIRECTV's break-out year for HD," said Chase Carey, president and CEO, DIRECTV, Inc. "The launch of our two new satellites will complete the largest capacity expansion in DIRECTV history, and no other video service will be able to match the sheer volume and quality of our HD programming. With HD adoption now reaching critical mass in the U.S., and 40 million homes projected to have HD-capable TVs this year, DIRECTV will be uniquely positioned as the best choice for HD programming."

With the launch of DIRECTV 10 and DIRECTV 11 satellites in 2007, DIRECTV will have the ability to deliver more than 1,500 local HD and digital channels and 150 national HD channels, in addition to new advanced programming services for customers.

DIRECTV currently offers standard-definition local channels in 142 markets, covering nearly 94 percent of television households in the country, as well as local HD broadcast channels in 49 cities, representing more than 65 percent of U.S. TV households.