Magazine article Marketing

Recall: Adwatch 01.10.08 - Sky+

Magazine article Marketing

Recall: Adwatch 01.10.08 - Sky+

Article excerpt

The broadcaster's use of celebrities has helped to demystify its PVR technology.

What have Ross Kemp, Michael Parkinson, and Kelly Brook got in common? They've all got Sky+, and they love it. Who better to recommend the device to regular folk than stars of screen, stage and page three?

When I got my first Sky+ box a few years ago, someone had obviously trialled it and returned it. When their box was installed in our house, I found the previous owner's TV DNA stored on the hard disk: Terminator, Terminator 2, Robot Wars and WWE Wrestling. Paints a picture, doesn't it? I'm sure Ross', Parky's and Kelly's boxes would be equally revealing.

The Sky+ box keeps its subscribers drugged-up and compliant. Whatever gripes you might have against Sky as a company or a programmer, there's no way you could give up the ability to pause X Factor, nip off for a Jaffa cake, and press play again. As Kelly says in the spot: 'It's a revelation.'

Pausing live TV seemed implausible a few years ago, but now we all understand and recognise the technology. …

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