If the offer is accepted (not sure if it will be because of the commercial advertising aspect) DirecTV has offered up their top engineer to help install the dish on the roof of the Harmony module.
This is clearly a publicity grab by DirecTV. It would cost a ton of money to get their engineer up to snuff for the journey to the space station and I don't think NASA will allow just anyone to drill a few holes in the top of the Harmony module to install a satellite dish. I also have to wonder if the ISS even has line of site to one of their satellites to receive the signal.
What if the LNB goes bad? Will DirecTV send up a repairman on their own dime? This is news but I don't think anything will be coming of it.
"Sure, there's the awe-inspiring view of planet earth from more than 200 miles up, but what do you do for an encore after you've entered your 180th day in space? But on a more serious note, we truly applaud both the shuttle and ISS crew for their incredible accomplishments and are honored to offer an HD experience worthy of the International Space Station. As a satellite TV service we obviously have a vested interest in space exploration and we've certainly benefited from NASA's many technical and scientific achievements over the years. This is one way we can give a little something back," said Jon Gieselman, senior vice president, marketing for DIRECTV, Inc.