Magazine article Marketing

Sky Player Glitch Hits Ads during Lost Finale

Magazine article Marketing

Sky Player Glitch Hits Ads during Lost Finale

Article excerpt

Broadcaster under barrage of criticism after error hits VOD simulcast of drama.

Sky's video-on-demand service, Sky Player, has been dealt a blow after technical difficulties meant the heavily promoted finale of Lost cut out halfway through.

Ads from up to 25 brands, including Ford, Nestle and Cadbury, were affected.

Consumers who had tuned in at 5am on Monday to watch the extended episode found that 55 minutes in, an error message appeared, informing them: 'This programme is unavailable to view via Sky Player'.

The glitch is embarrassing for Sky, which is marketing its Sky Player service both to consumers and advertisers.

'For brands to pay for advertising online, it has to be perfect,' warned Mark Syal, head of digital media specialist Walker-i.

'Overcapacity is still an issue, but not as much as it used to be; someone at Sky must have miscalculated the demand.'

The fault was met with a swarm of criticism online as threads appeared on Lost fan pages and Facebook pages hitting out at Sky. …

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