Maps won't show it at first, but Dish, Texas is there, a dot located 25 miles north of Fort Worth.
To find it, look exactly to the spot where the town of Clark can be found. Clark, it seems, has gone corporate in a sense, and changed its name to "Dish."
Dish came into being, thanks to an effort by
, which of course, owns the Dish Network satellite TV service and uses DISH as its stock symbol. Simply by agreeing to change its name, the town of Clark, population 125, will see every one of its households get 10 years of free basic satellite TV programming, including equipment and installation.
What it means is that the branding trend that has erased arena names like Candlestick Park and Mile-High Stadium could one day give us the cities of
, Mass., (now known as Boston) and
Interpublic Group of Cos.
, Ill. (currently Chicago).
Or maybe we'll see
John B. Sanfilippo & Son
, Del., where Wilmington is now, or San Diego opting for something a little more memorable like
Clark is now legally known as Dish. EchoStar, based in what is for now at least called Englewood, Colo., said nothing to indicate that it plans to operate the Texas town as a wholly owned subsidiary.
"We are thrilled that the town of Clark has accepted the Dish City Makeover challenge," said Michael Neuman, president of the Dish network. "By officially changing the town's name, the residents of Dish will experience first hand what 'Better TV for All' truly means, while at the same time saving hundreds of thousands of dollars over the next decade."
The commissioners of what was Clark voted to rename the burg Tuesday evening at what an EchoStar press release described as a packed town hall meeting. The town was first incorporated in 2000.
Bill Merritt, the mayor of Dish, said everyone was excited about the new "relationship" with the Dish Network.
"We accepted this challenge because we believe this relationship will give us a unique opportunity to put our town on the map, and we hope it will help us attract new people and businesses so that our town can grow in the right direction," he said in a prepared statement. "With free Dish Network satellite TV, we'll become a place people are proud to be a part of."
What wasn't immediately clear was whether EchoStar will keep piping in the free signal should Dish see its population suddenly swell to say, 290,000.