Mainstream Broadcaster - SKY

Mainstream Broadcaster - Sky

What is it?

Sky is a one of the main television broadcasters and is the most popular subscription television service in the UK.
It is an alternative viewing experience from normal terrestrial channels in that it offers hundreds of channels instead of only 5. It offers a wide variety of programs and there are specific channels aimed at certain audiences (extreme sports, artsworld)
The technology involved includes a wide range of interactive activities and online services that normal television doesn’t have; ‘Sky +’ where the viewer can rewind and pause live TV as well as record multiple TV programs simultaneously. It also has access to the internet with ranging activities from ordering a pizza to changing banking details

How does it relate to audiences?

There are hundreds of different channels with thousands of different programs. This appeals to all social and age groups because there is always something on TV that appeals to them.
The audience is effectively watching and consuming the TV. They are interacting with Sky’s services to get the best possible viewing experience. Through these services the audience can consume so many different types of media; music channels, shopping channels, art channels, TV dramas etc
It offers multiple viewing experiences for the audience so they can watch what they want when they want. Sky have made their interactive television service so easy and accessible that it will keep old subscribers loyal and will also draw in massive audiences who are bored with free view or virgin media.

How does it relate to institutions?

The main institutions involved in Sky are Sky and British Sky Broadcasting. However, there are also hundreds of other institutions involved. Any independent TV production companies who have a show on sky television are an institution involved as well as MTV who have their own channel or Cartoon Network.
Advertising institutions can also utilise Sky’s technology to maximise sales. They can target certain audiences by putting their adverts on niche channels with very narrow audiences (advertising a beer on sky sports). There are also adverts on the interactive services which advertise products for institutions (e.g. Memoirs of a Geisha DVD).
There are constant adverts for Sky features on Sky TV to entice audiences to buy bigger and better packages. Recently there have been campaigns which show Sky in a better light than Virgin Media, advertising the shows that are loyal to Sky (e.g. Lost, Nip/Tuck).

Relevant media texts and content

Music – Robbie Williams single competition, MTV Europe music awards, Q and FHM television, Green Day documentary, Def Leppard's 50 Greatest Rock SongsTV guide – history channel (blitz sprint), discovery home and health (extreme pregnancy), sky one (the real Shilpa Shetty), british euro sport (euroGP).