Sky confirms HD marketing tie-up with Sony

BSkyB has confirmed a joint-marketing tie-up with consumer electronics giant Sony UK aimed at promoting the benefits of high-definition television (HDTV).

Under the strategic partnership Sky—whose HD service is due to launch in the UK and Ireland in the first-half of 2006—will work with Sony to raise awareness of HD's advanced picture and sound qualities. Sky's HD package will include sports, movies, entertainment, documentary and arts channels, broadcast in Dolby Digital 5.1 sound.

Sky said the joint marketing campaign would include national advertising, direct marketing, demonstrations at events such as the Ideal Home Show, and press and radio promotions. Consumers will be offered special deals when they buy a Sony HD set and a Sky HD set-top box together.

Sky estimates that around 700,000 HD sets will have been sold in the UK by the end of 2005. The total is expected to rise to around 2m by the end of 2006.

Sky CEO James Murdoch said: "Sky and Sony are two strong brands coming together to give consumers the best possible HD experience. Sony is the leading brand in HD sets and a great company to work with for the launch of Sky HD."

Sir Howard Stringer, chairman and CEO of the Sony Corporation, said: "This agreement between Sony and Sky, two of the leading players in the market, will drive the adoption of HD in the UK, and create a brilliant and compelling new entertainment experience for the consumer."

Under a separate agreement, Sony built and equipped Sky's new HD studio with HD cameras, editing equipment and other production facilities.

Lovelacemedia  |  22.12.2005

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