Magazine article Marketing

BSB Marketing Revamp Fuels Rumours of Direct Sales Operation

Magazine article Marketing

BSB Marketing Revamp Fuels Rumours of Direct Sales Operation

Article excerpt

BSB marketing revamp fuels rumours of direct sales operation

BSB has restructured its marketing department in a move that casts further doubt on its long-term strategy for building dish sales.

The satellite TV station is to establish a marketing operation dedicated to improving distribution of equipment through the rental and retail trade. However, it could also be used as a direct sales operation.

The new division will manage Startrak, one of the UK's biggest installers of satellite equipment. Startrak was contracted to install equipment for Sky's direct sales operation until May this year.

It was BSB's acquisition of Startrak which led many industry comentators to believe it is positioning itself for a sky-style direct sales operation, should sales and rentals through retailers fail.

Michael Ryan, managing director of Startrak at the time of the acquisition, has since left the firm.

BSB's director of marketing and distribution Peter Bell insists that BSB prefers to build dish sales via the retail trade, and that it will only follow Sky by going direct if retail sales prove disastrous. …

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