Circuit City announced the creation of the firedog brand Tuesday, targeting customers who seek aid with their home theater, personal computing and CE integration. The service, which launches this month, provides technical assistance and repairs as well as in-store and in-home PC service. Customers can receive assistance over the phone, via the firedog Web site (www.firedog.com) or in any of 600 Circuit City Superstores. Home theater installations are available within 25 miles of a Circuit City location. Online assistance is available 24/7. Says Philip J. Schoonover, chairman, president and CEO of Circuit City Stores, Inc., “We chose the name firedog(SM) because it evokes the kind of qualities we intend our technicians and installers to provide: helpful, friendly, knowledgeable and reliable. When it comes to improving consumers’ relationship with technology, we want firedog(SM) to be your ‘best friend’.”
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