Sky Italia is to reduce the price of its premium movie and sports channels to a monthly €29, removing the need for subscribers to buythrough other tiers at a cost of at least €39.
Under the new pricing structure customers will be able to choose one premium package (either football, cinema or sport) and two of the Mondo packages (such as entertainment, kids, documentaries, etc). The pricing includes HD channels related to the premium package selected and customers will also be able to access a number of free-to-view channels broadcast via the Eutelsat Hotbird (13 degrees East).
The new price structure will go towards countering the success of Silvio Berlusconi’s Mediaset Premium DTT package – both Sky Italia and Mediaset hold rights to Italian league football – as well as addressing the satcaster’s stagnating subscriber levels. Sky Italia CEO Tom Mockridge told the Financial Times that he expected the World Cup to help provide a second quarter subscriber increase.
Sky Italia has now taken on the same logotype already used by BSkyB and Sky Deutschland as News Corp looks to unify its European pay-TV businesses.