Magazine article Marketing

MEDIA: BSkyB to Support Sky+ Service with Pounds 20m Ads

Magazine article Marketing

MEDIA: BSkyB to Support Sky+ Service with Pounds 20m Ads

Article excerpt

BSkyB is embarking on its biggest promotion since the launch of Sky Digital five years ago with a pounds 20m ad campaign to promote its Sky+ personal video recording service.

The promotion is a major strategic move to use Sky+ to drive Sky subscriptions toward its target of eight million by the end of 2005.

The campaign, which incorporates a rebranding of Sky+, is designed to persuade multi-channel refuseniks who fear that Sky will take over their lives, that Sky+ can help them exert some control over family viewing.

Sky+ is a set-top box that enables viewers to create their own viewing schedule by recording programmes or entire series with one touch of their electronic programme guide.

Sky marketing director Charlie Ponsonby claimed Sky+ was a useful aid for parents in controlling viewing.

As well as bringing in new subscribers, Sky+ is expected to help retain existing customers, he added.

Until now, Sky has only promoted the service to existing Sky subscribers via on-air trails. …

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