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3Vision Insight - Sky Atlantic HD

17 Feb 2011
3Vision Insight - Sky Atlantic HD

As part of our ongoing series of - 3Vision Insights - we have profiled the launch of BSkyB's latest channel in the UK, Sky Atlantic HD - dubbed as - the home of HBO

Sky's newest pay TV entertainment channel, launched on the 1st February and has been marketed heavily over the past few months here in the UK. The channel features mainly US but also UK programming and is exclusive to Sky customers.

The launch shows Sky's intent at keeping its position as not only the UK's number 1 pay TV operator (by a long stretch) but also as one of the UK's leading provider of broadcast channels. The deal with HBO alone cost the pay TV powerhouse £150m in return for 5 years of exclusive UK rights to HBO's entire archive, new HBO programming and a first look deal on all co-productions. And unlike their movie and sports channels, Sky isn't sharing the channel with the likes of Virgin and BT Vision.

Sky has heavily integrated Sky Atlantic into its multi-platform offering and are quick to point out that Sky Atlantic HD programming will form an integral part of their revamped VOD service, Sky Anytime+. With a lot of the focus of these additional services being on adding value to existing subscribers and driving the up-sell and cross-sell of broadband and multi-room services, Sky are working the content hard to maximise the return from their investment.

3Vision Insights is a series of profiles documenting and providing comments on interesting and significant developments in our industry - previous editions include the launch of Hulu Plus and also Sky 3D. We share these with our clients and close contacts to help them keep up to speed with what's happening. To be included in our distribution list for the 3Vision Insights series, please contact us.

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