Big increases in pay-TV prices—the result of rising programming costs—are set to be the "new norm," DirecTV's CFO Patrick Doyle said at an investor conference. "It behooves the industry to try to match up a little better with [programming] cost increases," Mr. Doyle told the Deutsche Bank investor conference. DirecTV, the second-largest pay-TV provider in the U.S., said last month it expects programming costs per subscriber to increase 8% in 2013. The satellite operator raised prices it charged consumers 4.5% at the start of this year.