Your article on BSkyB (MW last week) features all sorts of clever analysis but misses the point! Sky has several problems only hinted at in the article. Many of its yet-to-be-converted targets, such as me, are increasingly difficult nuts to crack. We’ve never been bothered about not having Sky! Sky has educated us to wait for compelling price deals and the impression is that, sooner or later, there will be a menu of channels suiting our individual tastes, at a knock-down price. But we don’t care if there never is.
Some of us have drifted to Freeview. I have two boxes and, while generally satisfied, it has taught me Freeview isn’t worth a penny more than I paid for the boxes. And the few extra channels I actually watch occasionally further convince me that, with Sky, I’d just have even more redundant choice. Since my move to Freeview, the value – to me – of Sky has gone down, irrespective of quality, choice and gimmicks.
I could be dismissed, as the article implies, as an aged refusenik – but my 15-year-old daughter cannot! The bigger worry for TV businesses is that she has almost no time for the box. Her world, and that of her wide circle of friends, is centred around the internet.
Page & Moy