News

Sky and Sony join forces to drive HD revolution (30/12/2005)

Sky and Sony United Kingdom Limited announced today a major new marketing agreement to promote the benefits of High Definition (HD) television. In a move that brings together two of the biggest brands in home entertainment, the companies will work together to promote the huge advance in picture and sound quality that HD will bring to television viewers from next year.

Sky intends to launch a broad package of HD channels across the UK and Ireland in the first half of 2006, including sports, movies, entertainment, documentary and arts channels. As well as experiencing the intensity and rich detail of HD pictures, customers will enjoy the added benefit of Dolby Digital 5.1 sound.

As a critical element to the company's ongoing strategy, Sony is committed to making a significant investment in HD in professional and consumer markets. From content creation to display, Sony has been a leader in HD from the start. BRAVIA, Sony's new brand for flat screen TVs, was launched in Europe in September this year with HD functionality at its core.

Through the agreement announced today, Sky and Sony UK will co-operate to raise awareness of HD in the run-up to next year's launch and beyond. The marketing campaign will encompass national advertising, direct marketing, demonstrations at events such as the Ideal Home Show and press and radio promotions. The two companies will promote each other's products in their marketing activity and there will be promotions to offer customers some great savings when they buy a Sony HD set and a Sky HD box together.

As sales of 'HD Ready' sets continue to grow, a key objective of the marketing campaign will be to help consumers to make informed choices if they are thinking of upgrading their TV set. It is estimated that almost one-third of all flat-screen sets sold in the UK in September were 'HD Ready' (Source: GFK) and Sky anticipates that around 700,000 HD sets will have been sold in the UK by the end of this year. The total is expected to rise to around two million by the end of 2006.

Announcing the agreement, James Murdoch, Sky's Chief Executive, said: "Sky and Sony are two strong brands coming together to give consumers the best possible HD experience. Sony is the leading brand in HD sets and a great company to work with for the launch of Sky HD."

Sir Howard Stringer, Chairman and CEO, Sony Corporation, said: "The full potential of High Definition will now be realised. Until today we have laboured under a Catch 22. If the industry didn't produce and broadcast in HD, the consumer would be reluctant to purchase HD televisions or equipment. This agreement between Sony and Sky, two of the leading players in the market, will drive the adoption of High Definition in the UK, and create a brilliant and compelling new entertainment experience for the consumer."

Mr Murdoch added: "Rising sales of HD sets show there is a real appetite for the ultimate in picture quality and Sky is well placed to satisfy that demand. From technology to programming and affordability, everything is coming together for the launch of HD in 2006."

The new agreement between Sky and Sony UK builds on the existing successful relationship between the two companies. As part of a separate agreement, Sony built and equipped Sky's new HD studio with HD cameras, editing equipment and other production facilities.

www.sky.com/hd