Magazine article Marketing

BSB Keeps Big Guns under Cover

Magazine article Marketing

BSB Keeps Big Guns under Cover

Article excerpt

BSB keeps big guns under cover

The long period of "phoney war" between Sky Television and British Satellite Broadcasting (BSB) is finally drawing to a close. Last week, BSB secured an additional [pounds]900m for its war chest, while next week Sky finally scrambles its movie channel a year after launch. Mass market pay-TV proper will have arrived.

BSB continues to play a game of shadow boxing with Sky. It has still to announce a definite launch date, although it is committed to a start-up at the end of April.

What must be more confusing to consumers is BSB's continued reluctance to put a definite price on the cost of installing and subscribing to the five-channel service. Only advertisers, it seems, have been offered definite deals with the launch of BSB's rate card last month. But with few indications of just how popular the service will be yet, what is that worth?

At this stage, it's best just to concentrate on the facts. …

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