How did DISH, Texas get its name?

In an age of experimental marketing, the town, formerly known as Clark, agreed in 2005 to change its name as part of a deal with the Dish Network satellite TV service. In exchange, existing and new residents can receive basic service (nearly 200 channels), as well as installation and equipment like a digital video recorder, all for free.

The town has tried to capitalize on this singular arrangement. Signs declare Dish the home of free satellite TV, and the flat-screen televisions in the town hall are wired for Dish Network programming.

https://www.nytimes.com/2013/03/22/us/texas-town-called-dish-has-an-identity-problem.html