Sky focuses on online content

BSkyB is launching a division dedicated to growing its online content and revenue activities. It will be headed by Andy Jonesco, who was poached by the broadcaster from AOL last month.

As part of the changes, Sky is also creating a dedicated digital advertising sales team, Sky Digital Media, which will be led by director of sales Paul Wright. Sky claims that the team will offer a broader portfolio of websites and mobile assets than any other UK sales house. It will include Skys online and mobile properties and third party sites.

Jonesco joins as Online Business Unit managing director later this year and will report to Sky chief operating officer Mike Darcey.

He will have a brief to develop Sky’s portfolio of online content and exploit the commercial opportunities presented by the ‘rapid’ growth of online advertising.

Last week, Marketing Week reported online advertising spend in the UK has surged by 41% and overtaken national newspapers for the first time, with £2.02bn spent online in 2006 (MW 29 March 2007).

Sky is working with Google to introduce a ‘full-service’ portal for customers, which the satellite giant says is central to its online strategy. The portal will include search, email, instant messaging, contacts management and calendar together with content from Sky and third parties.

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