BSkyB has acquired a 20% stake in Medical Information and Broadcasting Limited (MIB) which operates The Medical Channel. The channel is to broadcast via digital satellite to doctors and medical professionals and will go fully live on 1 June this year.
The Medical Channel will air on Sky Digital channel 902 from 7am to 10pm every day. Content will include editorially independent news, current affairs, best practice and continuing medical education programmes.
BSkyB’s chief executive Iain Holden commented “[The Medical Channel] also presents significant advertising and sponsorship opportunities to the pharmaceutical profession, which is unable to broadcast to general audiences. Our conditional access technology restricts broadcasts to specific groups of viewers and so allows for highly targeted messages.”
Test broadcasts have already begun for the service, which will be free to doctors and other medical professionals. MIB is also to offer a free set-top box, mini-dish and installation to the 13,000 GP practices in the UK. Independent research commissioned by MIB has indicated that GPs would spend at least 20 minutes per day watching the channel.
BSkyB: 020 7705 3000 MIB: 020 8943 1133
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