Sky set to offer subscribers TV via The Cloud

Sky is looking to leverage its ownership of The Cloud WiFi network by offering its subscribers TV programmes, such as Boardwark Empire, via the brand’s mobile apps in its hot spots.


The broadcaster is also exploring options to offer brands geo-location targeting on the network and options to serve ads depending on the type of content users are consuming.

Speaking at an event hosted by Thinkbox today (17 November), Sky’s head of platform development and partnerships, Tim Hussain, said: “We are just at the beginning in terms: of what we can do on mobile, there’s a plethora of content we are going to bring to devices.”

He added that the company could potentially build out the hub on The Cloud to offer extra content such as gaming or editorial through partnerships with advertisers, although admitted this was not Sky’s particular area of expertise.

“This is not just about live TV services, we’re having to think about [mobile] completely differently. It’s not about taking a website approach and dumping it on to devices,” he said.

Sky is also developing its Android offering, although Hussain says there are more challenges in this space because it is a “fragmented” market.

BSkyB acquired The Cloud in January this year, which provides it more than 5,000 public WiFi hot spots across the UK.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here