Managing director of Sky Networks, Elizabeth Murdoch, announced today at the European Cable Conference that Sky has established a new division in the form of Sky Interactive Programming. The move is part of Sky’s new initiative to bring interactive services to television.
Advanced programming will allow viewers to access video clips and text whilst watching TV. All the information will be broadcast via the existing television signal, but is independent from other planned interactive services such as home shopping and banking to be provided by British Interactive Broadcasting (BIB).
The new division is to be headed by Steve Billinger, who has been appointed Sky’s first director of interactive programming. He commented:”Digital technology is allowing Sky to reinvent television and ensure that it remains relevant throughout the next century. The establishment of Sky Interactive Programming demonstrates the company’s desire to maximise the potential of the services that Sky provides.”
Elizabeth Murdoch commented at this afternoon’s conference:”People want television to be better. But they do not want their television to become a computer. Sky Interactive Programming has one aim only – to make TV more enjoyable for the viewer.”
Sky: 0171 705 3267
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