Magazine article Marketing

BSB Tracking Sky's Distribution Route

Magazine article Marketing

BSB Tracking Sky's Distribution Route

Article excerpt

BSB's marketing director angers manufacturers with direct proposal

BSB tracking Sky's distribution route

Licensed equipment suppliers for BSB have reacted angrily to reports that the satellite station is considering selling hardware direct to the public if much tougher sales targets are not met.

BSB's marketing director Peter Bell is quoted by the electrical retailers trade magazine ERT as becoming more inclined to follow Sky's direct distribution route, despite assurances that BSB would work with the retail trade. He has reportedly set a target for retailers of 800,000 dishes by Christmas.

The report seems to be given added credence by BSB's recent attempt to buy a stake in Startrak, one of Sky's appointed direct distribution companies.

The reappraisal was prompted by Bell's deep disappointment with a speech made in the radio, electrical and television retailers' (RETRA) trade conference last month by former RETRA president Barry Pattison. Pattison said that retailers should not favour BSB over Sky.

Bell believes BSB deserves to be treated favourably because of its pro-retailer strategy. "If Sky can go direct without penalty, why shouldn't we?" was his reported view. …

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