BSkyB To Bolster New Media Presence

BSkyB will launch a number of genre-specific websites later in the year in a bid to extend its new media presence, following the announcement it has taken total control of online publisher, mykindaplace.

The broadcaster previously owned just under half of the company. However, the mykindaplace management team will remain in place to maintain the growth of the company’s existing sites and to support Sky’s internet expansion.

James Baker, the managing director of Sky Networked Media, the broadcaster’s multimedia division, said the new strategy would provide “key content genres and target new users with a suite of content-rich sites that deepen customer relationships and drive new revenue”.

News Corporation, which holds a 38% stake in BSkyB, acquired social networking website MySpace last year for £332 million. Recently the broadcaster announced it was entering the “free” broadband battle arena, investing hundreds of millions of pounds in the new venture (see Sky Launches Free Broadband Service).

BskyB: 0207 705 3000 www.sky.com