The tricksters then permanently divert the number to a local rate call and scoop up the difference between the premium rate and the local call.

BBC: Oftel issues scam warning

If it is a local issue and only effecting the channel the game is on, don't waste your time calling DirecTV, Dish or even your cable company, your best bet is to call your local affiliate and report your issue -- just look up their number on their website and ask for engineering.

ENGADGET: AVS Forum coverage of the Super Bowl HD

In some cases with Google, I can type in my local deli and that gives me a map and directions, the phone number or phone button if I want to call, or a link to their web site.

FORBES: Thomson Reuters Brings Google-Like Search To Market Information