DIRECTV says the ad, which appeared in national newspapers this month, is false and deceptive, according to Multichannel News.
In the ad, Comcast cites a Frank N. Magid Associates study conducted in March 2007 that said respondents were shown high-def signals from Comcast, DIRECTV and EchoStar. and asked to rate each screen.
According to the Magid study, Comcast was the preferred choice of the three.
In a nine-page suit, DIRECTV asks the U.S. District Court in Northern District of Illinois to stop Comcast from "engaging in any further false advertising and promotion."
The satcaster also requests that Comcast be ordered to correct its "misleading" claims and pay damages.
According to Multichannel News, DIRECTV says in the lawsuit that "the Magid survey upon which Comcast relies does not provide or sufficiently substantiate the propositions for which Comcast cites the survey. Comcast’s advertising and promotional claims, including the aforementioned, are literally false.”
A Comcast spokeswoman told the publication Friday that the company stands behind the Magid survey.
DIRECTV is involved in a similar lawsuit with Time Warner. The cable operator is challenging the satcaster's claim of a better HD picture.
See: Comcast: Dish Owners Prefer Our HD
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