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Sky success 'based on commitment to innovation'
Monday 26th October 2009, by Daniel King
There are a number of factors behind the success of Sky's television, broadband and communications packages that have allowed the company to remain profitable in a time of recession, it has been advised.
According to a spokesman from Screen Digest, an international media marketing and analyst group, the recent announcement that the organisation has continued to thrive is not surprising when the facts are considered.
Guy Bissom, head of television for the industry commentator, said BskyB as a whole had been able to deal with the economic slowdown thanks to very careful planning and the introduction of initiatives designed to raise the quality of its subscriber base.
"Coupled with that is them being constantly at the forefront in terms of technology, in a very measured way so they pace it and make sure it works," he explained.
In addition, the spokesman said bringing to market options like SkyHD, Anytime, and new 3D technology, showed that the group would continue to take this approach.
However, Mr Bissom continued the latter may not be as successful as some predict and set-top boxes with broadband or internet protocol-enabled connections could be the next evolution of home entertainment - with existing high definition facilities also likely to benefit from this.
"Making use of that will be the next big thing. 3D, personally I don't even think it's that good and I'm not sure it will work as a consumer proposition. But as a marketing tool for Sky it will be great," he concluded.
British Sky Broadcasting announced on October 23rd that profits before tax in the last quarter had reached £180 million - buoyed by strong demand for Sky+HD and bundled television, web and telephone services.
Categories: Broadband Products, Sky
