Sky-Italia is launching its new Sky on Demand service, which will allow subscribers to view Sky-Italia content when they want it.
“Today represents a new phase for Sky Italia because Sky on Demand is the last phase of an innovation cycle that we have brought to Italy. With this new product, Italian pay-TV will change radically,” said Andrea Zappia, CEO Sky Italia, during a press conference.
Zappia said that despite the economic woes in Italy, the company will continue to invest. “In nine years, Sky has invested more than €9 billion in Italy and €100 million in technology every year. The investment costs are still high, but we will continue to invest because we want to be ready for the recovery.
“The Italian pay-TV market is still underdeveloped. I don’t mind if Mediaset makes a profit, as in Italy there is room in the market. Our target is to increase the pay-TV market, not to fight for market share”.
The Sky on Demand service is included in the subscription with no extra charge, with subscribers being able to choose what programmes to watch and when to watch them.
The My Sky HD hybrid satellite receiver will daily receive content via the internet, including movies, TV series, documentaries, kids programmes, and sports, out of a library of 1,200 titles. The total number of available programmes is due to increase to more than 2,000 over the next few months.
Sky on Demand will initially be available to customers who have been subscribers for at least one year and who are equipped with the My Sky HD box, before being extended to the entire customer base from November 1st.
Thanks to progressive download technology, Sky on Demand claims excellent-quality viewing without interruptions, regardless of the internet connection speed, by using the hard drive storage of the My Sky HD decoder to store the downloaded programme.