Cutting Out The Cable Guy

As the cost of direct-satellite TV falls, it's grabbing subscribers

On a recent Monday evening, the action is hot at the Good Guys electronics store in Pasadena, Calif. Three customers have already plunked down $399 apiece to buy a direct-satellite television dish, and Jimmy Mills is looking one over as well. Mills likes the sharper picture and smorgasbord of sports he can get with the dish. And, after a year of creeping price increases in his cable TV bill, he is ripe for a switch. "Change is good," says Mills, his wife and 7-year-old daughter in tow. "Especially when the change is in my pocket."

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