BSkyB to overhaul marketing of Sky brand

BSkyB is to unveil a number of marketing initiatives, including a revamp of the Sky brand and the introduction of targeted marketing messages for non-subscribers aimed at overcoming consumer misconceptions about digital pay- TV services.

Chief executive James Murdoch is to outline the plans today (Wednesday) at a presentation of the company’s results for the year to June 30.

BSkyB is appointing data marketing company Dunnhumby to develop a database containing information on all non-subscriber households in the UK. The database will be used to develop tailored marketing activities targeted at different consumer segments.

BSkyB has also appointed Venture Three to overhaul the Sky brand and to change its look, feel and tone, so that its reflects the positioning of an entertainment company rather than that of a technology specialist or satellite provider. The new identity will be incorporated in all consumer communications including advertising, the customer magazine, direct mail, online and retail activity. Sky vans will also be given a new look.

BSkyB’s subscriber growth rate has been in decline. But some analysts are predicting that the broadcaster will report an increase in the number of net subscribers for the quarter ending June. BSkyB’s total number of subscribers stood at 7.3 million in March.

BSkyB, which has been hit by the rapid take-up of the Freeview offer by consumers reluctant to pay a monthly fee for hundreds of channels, earlier this year announced that it was launching a freesat offer to compete.

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