Sky Launches Starter Pack To Tempt Freeview Viewers
Digital TV newcomers will soon be able to buy a pre-packaged starter pack designed to rival Freeview for ease of installation and increase Sky’s waning subscriber figures.
The new initiative comprises a retail pack containing everything new consumers need to receive Sky, priced at £39.99 including one or two months’ viewing, plus installation of Sky’s set top box and minidish.
The Sky Starter Pack will begin to roll out to more than 1,000 Argos and Woolworth’s stores across the UK from today. The launch of the package will also be supported by in-store marketing activity, national press advertising and listings in each of the retailers’ Christmas gift guides.
From November the Starter Packs will also be carried by 60 of Tesco’s largest Tesco Extra stores. The move represents the first time that Sky digital has been available on a fully commercial basis through a major supermarket chain. The Starter Pack also represents the first time that Sky has packaged its product in such a way that it can be purchased and offered conveniently as a gift.
Commenting on the decision to launch off the shelf subscription packs, Jon Florsheim, BSkyB’s managing director, sales, marketing and interactive, said: “The Sky Starter Pack makes our product available in a convenient form through mass-merchandise retailers for the first time. This initiative is another part of our commitment to remove barriers to purchase and deliver great entertainment to consumers in a way that fits their own preferences.”
The new packs could be seen as an answer to the recent decline in Sky’s subscription figures. Earlier this year the broadcaster announced that it had failed to meet its self-set goal of adding 100,000 new subscribers a quarter for the second time, a situation which will be high on the company’s agenda following discomfort amongst shareholders (see Sky Profits Rocket Despite Slowing Subscriber Rates).
The new product package could tempt Freeview viewers to the service, offering increasingly easy access to Sky’s large portfolio of channels. However, the broadcaster has also announced plans to tackle those viewers wanting subscription-free viewing, with the launch of a free-to-air satellite package of more than 200 television and radio channels due later this year (see BSkyB To Launch Free-To-Air Satellite Package).
Sky: 08702 40 40 40 www.sky.com
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