DIRECTV has licensed its brand and programming to a company that will provide the service in vehicles to the satellite provider's subscribers for $6 a month -- plus $4,000 for the equipment. DIRECTVAuto owner Justin Firestone said, "I needed to be associated with the company that was marketing itself with blimps over stadiums and paying entertainers like Beyonce and athletes like A-Rod to promote their logo." Also at DIRECTV, the service provider says it will show HGTV's 3D production of the Tournament of Roses parade on Jan. 2 to HD subscribers at no extra charge.

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