I have this vague memory of a daily show segment from about 15 years ago.

The Daily Show is this satirical news show, and they sent a fake reporter to the small

town in Texas that had just named itself Dish as in Dish Satellite Television.

Tonight, Ed Helms visits one struggling community rescued by an unlikely savior.

What could a town possibly need that satellite TV can't provide?

Okay, a school system.

The learning channel.

The department.

America's most wanted.

Apparently, by renaming itself Dish, this town had scored free TV for its residents

for a decade.

Now I can imagine why a company would want a town to rename itself in the company's image,

but what kind of town would do this?

I can't think of a better person to answer this question than reporter Sally Herschips.

Welcome.

Hi.

All right, so first of all, what happened here?

Well, this all started in a brainstorming meeting at Dish Network back around 2005.

Michael Newman was Dish's president back then, and he told me the company was trying to

think of marketing ideas.

He doesn't remember who came up with it.

He thinks it was someone pretty junior just tossing ideas out.

...