In 2000, the town of Halfway, Oregon changed its name to Half.com (Half for short). It’s happened again. This time, EchoStar Communications (which owns DISH Network) has struck a deal with Clark, Texas. Clark is now DISH.

In exchange for the name change, DISH residents receive 10 years of free DISH Network programming. According to Bill Merritt, Mayor of DISH, Texas, “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. With free DISH Network satellite TV, we’ll become a place people are proud to be a part of.”

EchoStar perpetrated the deal as part of its “Better TV for All” campaign.

Free press and PR buzz for both? Yes. Smart strategy? That’s to be seen.