TWO MULTI-MILLION pound advertising campaigns, including heavy-weight TV coverage, will be backing Sky+ and the satellite broadcaster's second set-top box package from September to next Easter.

And only last week, Sky announced a string of new features for its Sky+ box that should also help boost take-up.

They include the ability to record two different channels at the same time, the ability to record radio and to instantly rewind live TV.

Sky currently has 50,000 second box subscribers and 30,000 using its Sky+ hard disk recorder.

But it intends to increase those figures dramatically--for example, the company is on record as wanting to push up the figures to 100,000 Sky+ subscribers by the end of its financial year next June.

And "Retailers are a critical route to market for us," said James Soames, senior product manager and new product development and sales manager at Sky.

He pointed out that both the Sky+ and the second box deals gave retailers an opportunity to revisit the people they have already signed up for digital satellite TV.

From Sky's point of view, both packages produce higher subscriptions, but the broadcaster is also keen to persuade its viewers to "upgrade"--churn.

As Mr Soames told ERT Weekly, churn on Sky+ is close to zero--for Sky as a whole it was 10*5% last year.

Indeed, so loyal are Sky+ customers said to be that a year after the launch of the hard disk box and service, eight out of 10 subscribers revealed to researchers that they would rather do without their turkey or tree than lose Sky+ this Christmas.

Other improvements include instant rewind of live TV (due in late summer) where a late-arriving viewer can, for example, ask the family to rewind the EastEnders show they are watching to the beginning.

It also, pointed out Sky, allows sports fans the chance to select their own instant replays of goals and so on.

Sky also announced that it is now possible for viewers to change the buffer times at the start and finish of programmes just in case programmes unexpectedly overrun and the recording clips off the end.

As Sky's director of new product development and sales, Brian Sullivan, said: "Sky has led Britain's digital TV revolution.

"And Sky+ is another example of our commitment to leadership and innovation by transforming the viewing experience for thousands of people and ensuring they never have to miss another programme again."

COPYRIGHT 2002 DMG World Media Ltd.
COPYRIGHT 2002 Gale Group