Sky HD offers Sony cash back in promotion drive

BSkyB subscribers opting for the broadcaster's new high-definition television service will be eligible for £100 cash back on new Sony BRAVIA HD Ready TVs. The promotion is part of the marketing tie-up between BSkyB and Sony UK to promote the benefits of high-definition television (HDTV), announced in December.

To be eligible customers need to purchase a Sky HD box, subscribe to Sky HD, and purchase their 26-inch Sony BRAVIA TV before July 10.

Earlier this month Sky announced full launch plans for the long-awaited Sky HD service, a major plank of its strategy to both retain existing subscribers and expand its current 8m UK and Ireland subscriber total. First installations in the UK and Ireland will take place in May in time for June's football World Cup which the BBC will air in HD.

Customers will pay £299 for a Sky HD box which will incorporate a 160GB hard drive, allowing them to record 30 hours of HD programmes or 80 hours of standard definition content using the full functionality of the Sky+ personal video recorder. The HD service will cost £10 per month in addition to a Sky digital subscription (currently priced between £15 and £42.50 per month).

Channels available on Sky HD at launch in May 2006 include Sky One HD, Sky Sports HD, two Sky Movies HD screens, Sky Box Office HD, Artsworld HD, Discovery HD and National Geographic HD.

Announcing the joint marketing deal in December, Sony chairman Sir Howard Stringer 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."

Lovelace Consulting  |  25.04.2006

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