Menu
02/02/2011
Sky Sweeps In From Atlantic
This week's launch of Sky Atlantic means a new strategy for Sky as it looks to diversify its customer base and a change in direction for the broadcaster.
Said to be the 'home of HBO', Sky has reached a five-year, £150m deal with the US network, guaranteeing both the back catalogue and access to new series.
Sky is taking advantage of a clear gap in the market, as competitors in the UK cannot match its spending power.
The BBC can no longer justify spending large chunks of the licence fee on expense imports, regardless of their excellence.
Channel 4 is suffering because of the advertising downturn and ITV has never been that keen as imported US drama never wins millions of viewers.
To start, Boardwalk Empire launched the channel this week with Sky Atlantic also showing series such as Mad Men, Entourage and Curb your Enthusiasm, with the launch of the channel likely to increase competitiveness.
Having reached 10 million subscribers at the end of 2010, Sky is now looking to continue to grow and diversify its customer base, with Sky Atlantic likely to be key to this strategy.
As a bonus channel exclusively available to all existing Sky customers, Sky Atlantic HD will also create even more value in the Sky subscription, whilst giving others yet another reason to consider Sky.
Stuart Murphy, Director of Programmes for Sky 1 HD and Sky Atlantic HD, commented: "Sky Atlantic HD will be such an incredible channel: seminal, world-class, epic TV all in one place. Unlike other broadcasters, Sky won't hide these series' in the twilight hours - we feel incredibly proud of this content and feel privileged to air it in peak time and in high definition, exclusively for all Sky customers.
"As the home of HBO in the UK, it's the place where the world's best talent - whether on screen or off, American or home-grown - come to do their most creative work. Sky Atlantic HD is a key part of our strategy to help further grow the content gap between what you can get with Sky, and what you can get elsewhere," he enthused.
(BMcC/GK)
Said to be the 'home of HBO', Sky has reached a five-year, £150m deal with the US network, guaranteeing both the back catalogue and access to new series.
Sky is taking advantage of a clear gap in the market, as competitors in the UK cannot match its spending power.
The BBC can no longer justify spending large chunks of the licence fee on expense imports, regardless of their excellence.
Channel 4 is suffering because of the advertising downturn and ITV has never been that keen as imported US drama never wins millions of viewers.
To start, Boardwalk Empire launched the channel this week with Sky Atlantic also showing series such as Mad Men, Entourage and Curb your Enthusiasm, with the launch of the channel likely to increase competitiveness.
Having reached 10 million subscribers at the end of 2010, Sky is now looking to continue to grow and diversify its customer base, with Sky Atlantic likely to be key to this strategy.
As a bonus channel exclusively available to all existing Sky customers, Sky Atlantic HD will also create even more value in the Sky subscription, whilst giving others yet another reason to consider Sky.
Stuart Murphy, Director of Programmes for Sky 1 HD and Sky Atlantic HD, commented: "Sky Atlantic HD will be such an incredible channel: seminal, world-class, epic TV all in one place. Unlike other broadcasters, Sky won't hide these series' in the twilight hours - we feel incredibly proud of this content and feel privileged to air it in peak time and in high definition, exclusively for all Sky customers.
"As the home of HBO in the UK, it's the place where the world's best talent - whether on screen or off, American or home-grown - come to do their most creative work. Sky Atlantic HD is a key part of our strategy to help further grow the content gap between what you can get with Sky, and what you can get elsewhere," he enthused.
(BMcC/GK)
Related UK National News Stories
Click here for the latest headlines.
05 May 2006
May launch date set for Sky HD TV
Sky has moved closer to the launch of its high definition television service with the announcement of pricing details and confirmation that the first installations of Sky HD are scheduled to begin in May 2006. Customers will pay £299 for the Sky HD box and a Sky HD subscription of £10 a month in addition to their Sky digital subscription.
May launch date set for Sky HD TV
Sky has moved closer to the launch of its high definition television service with the announcement of pricing details and confirmation that the first installations of Sky HD are scheduled to begin in May 2006. Customers will pay £299 for the Sky HD box and a Sky HD subscription of £10 a month in addition to their Sky digital subscription.
10 March 2004
Sky News wins Channel 5 news contract
Sky News has won the contract to supply news to Channel 5, making it the first independent terrestrial broadcaster to break from ITN. The deal will see Sky News provide the channel's lunchtime and evening bulletins for five years. Sky News Sunrise has already been simulcast each weekday on Five at 6am to 6.30am, and at 7am to 7.
Sky News wins Channel 5 news contract
Sky News has won the contract to supply news to Channel 5, making it the first independent terrestrial broadcaster to break from ITN. The deal will see Sky News provide the channel's lunchtime and evening bulletins for five years. Sky News Sunrise has already been simulcast each weekday on Five at 6am to 6.30am, and at 7am to 7.
28 September 2009
ITV Boss's Pay Deal Refused
After a £30m salary demand by former Sky boss, Tony Ball, stymied negotiations for him to join ITV as its new chief executive, the broadcaster's board is looking elsewhere.
ITV Boss's Pay Deal Refused
After a £30m salary demand by former Sky boss, Tony Ball, stymied negotiations for him to join ITV as its new chief executive, the broadcaster's board is looking elsewhere.
15 December 2008
Bangladesh Court Orders Parents To Release Daughter
An NHS doctor who was allegedly held captive by her family in Bangladesh is due to arrive home in the UK later. The parents of Dr Humayra Abedin, a 33-year-old trainee GP, were ordered to give her back her passport, after intervention by the courts and the British Foreign Office.
Bangladesh Court Orders Parents To Release Daughter
An NHS doctor who was allegedly held captive by her family in Bangladesh is due to arrive home in the UK later. The parents of Dr Humayra Abedin, a 33-year-old trainee GP, were ordered to give her back her passport, after intervention by the courts and the British Foreign Office.
21 February 2006
Brady sends letter to victim's mother
The mother of Moors murder victim Keith Bennett has given an interview telling of her shock at receiving a letter from his killer, Ian Brady. Winnie Bennett, 72, told Sky News that the letter was a shock. She said: "He knows a lot more than what he is saying.
Brady sends letter to victim's mother
The mother of Moors murder victim Keith Bennett has given an interview telling of her shock at receiving a letter from his killer, Ian Brady. Winnie Bennett, 72, told Sky News that the letter was a shock. She said: "He knows a lot more than what he is saying.
-
Northern Ireland WeatherToday:A showery start with outbreaks most frequent north of Lough Neagh and through the morning, before dwindling during the afternoon as the northwest breezes ease and brighter spells of weak sunshine prosper. Maximum temperature 8 °C.Tonight:A dry night, save for a few light showers around the coasts, with prolonged clear spells and light winds bringing a frosty dawn for many in central and southern parts. Minimum temperature -3 °C.
