Sky To Distribute Digital Boxes Through Toys R Us

BSkyB has today announced plans to distribute its digital set-top boxes through the nation’s Toys R Us network of shops. From August, the Sky Digital hardware will be available in the multimedia sections of the 63 Toys R Us shops.

Sky Digital will provide live demonstrations of its channels in the stores in the hope of attracting parents and children alike to the digital satellite service. Sky Digital currently carries five channels dedicated to children as well as its often publicised sports and films channels. Ian West, managing director of Sky Entertainment, says: “Sky’s association with the UK’s leading family products retailer gives us a great new opportunity to showcase our digital service.”

It is expected that Sky Digital will break the one million subscribers mark within the next few weeks. There are also reports that BSkyB chief executive, Tony Ball, hopes to switch off Sky’s analogue signal by the end of 2000, two years earlier than originally planned.

BSkyB is now facing increased competition in the digital arena as the first digital cable service was launched by Cable & Wireless Communications (CWC) at the end of last week. Rolling out initially in Manchester and the north-east, CWC is currently undercutting Sky’s service by offering 14 channels and a telephone connection for just £9.98 a month (see Cable & Wireless Digital Package To Cost From £9.98 Per Month); Sky Digital’s basic Family Pack costs £13 per month.

BSkyB: 0171 705 3000