DirecTV subscription prices to increase 4%

DirecTV Group Inc. will raise subscription prices by almost 4% on average, aiming to boost revenue yet remain competitive with cable alternatives.

The increase will take effect March 1, said the El Segundo-based satellite television provider, which has 15.7 million subscribers.

DirecTV’s average subscriber paid $72.74 a month for the service in last year’s third quarter, the company reported.

By limiting price increases, DirecTV aims to boost sales even as cable operators such as Comcast Corp. lure customers with packages of TV, phone and Internet services.