Sky One Cleans Up Schedule In Bid For More Viewers

Sky One has announced that its all new autumn schedule will focus on ‘distinctive, high quality and high concept’ programming as the broadcaster shuns previous lowbrow offerings and moves to clean up its image.

The starring role in Sky One’s schedule will once again go to American imports with HBO’s historical drama Deadwood being hyped as compulsive viewing by the broadcaster. The series, staring British actor Ian McShane, performed well Stateside, notching up the highest ever ratings for its US network.

Sci-Fi extravaganza The 4400 will also be screened after Sky spotted potential with its status as the most watched drama debut on US cable networks. The series follows 4400 alien abductees, suddenly returned by their captors, with no memory of their otherworldly experiences.

Also catering for science fiction fans is a new series of 1970s classic, Battlestar Galactica. Sky One has high hopes for the remake and the updated show promises to broaden the programme’s fan base to appeal beyond the traditional sci-fi genre.

Along with a raft of other shows, Sky One’s new line up is devoid of previously favoured reality programmes, game shows and steamy, sex-orientated documentaries. The move echoes that of Five, which recently stripped itself of its soft-core pornographic content in order to distance its downmarket image (see Lygo Strips Channel Five Of All Adult Content).

Analysis of viewing figures from BARB shows that Sky One has seen its audience share decline rapidly recently in the face of increased competition in the multi-channel entertainment market. The broadcaster currently commands just 2.08% of the available audience, down from just over 4% five years ago.

Earlier this year Sky One scored a ratings high with its screening of an exclusive interview with David Beckham’s alleged mistress and former PA, Rebecca Loos. However, despite attracting a viewing share of 14.3% across all multi-channel homes for the event, the broadcaster has struggled to maintain any spurt of good performance (see Sky One Scores With Beckham Mistress Interview).

Sky: 08702 40 40 40 www.sky.com

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