Sky Anytime PC Service Could Carry Ads
Sky Anytime, Sky’s VoD service, is to expand via PCs and television sets, with the possibility that the PC service could carry ads.
Anytime currently spans TV, PC and mobile, but the company is said to be preparing several initiatives to build its on-demand presence, as VoD services from rival TV players start to become popular.
According to reports in the trade press, amongst its plans, Sky aims to expand Sky Anytime on PC by integrating it with other websites within the Sky portfolio, such as Sky One.
Griff Parry, BSkyB’s director of on- demand, said: “We will integrate Anytime within our various websites, such as Sky.com and Skyone.com. Sky Anytime will continue to be a destination, but will also operate within other Sky online areas.” The move is thought to be part of a wider push by Sky to deepen its online presence.
With Sky Anytime on PC becoming an increasingly popular online destination, Sky is said to be planning on carrying advertising around the service, with tests underway to determine the appropriate model.
Parry added: “Advertising will probably become a key revenue stream. We want to make a lot of content available for free where we can, but we would not want to jeopardise the customer experience.”
Sky already carries some advertising around the Sky Anytime TV offering, a “virtual” VoD service that downloads content to satellite TV subscribers’ set-top boxes, which can be accessed by 1.6 million Sky customers. Up to 40 hours of VoD content is available at any one time.
The firm also intends to broaden the content available via its PC, TV and mobile on-demand services. At present, the PC service does not offer third party content, while the TV service offers a selection of third party content from providers such as National Geographic and Discovery.
Meanwhile, Sky is progressing with the launch of an IPTV-delivered VoD service, which would turn its Sky Anytime TV service from a virtual service to a true on-demand offering, allowing users to access a wider range of content at the time of their choosing.
Orange recently jumped on the IPTV bandwagon, announcing that it would launch a service before the end of the year, with plans to offer a hybrid VoD and Freeview package (see Orange To Launch IPTV Service This Year).
Meanwhile, Virgin Media is to begin carrying advertising on its VoD service and EPG next year.
According to reports, chief executive of the company’s content division, Malcolm Wall, has said that testing is underway for pre-, mid- and post-roll ads to be placed in the content on the VoD service (see Virgin Media To Carry Advertising On VoD And EPG Services).
BSkyB: 0207 705 3000 www.sky.com