More details have emerged of the new pay-TV proposition from Sky Italia as the satcaster looks to reverse recent subscriber erosion. The price of the My Sky PVR has been slashed and the satcaster is promising 50 HD channels by 2011.
Under the positioning statement “Liberi di…” (Free to) Sky has taken on the logotype also used by BSkyB and Sky Deutschland. The Italian satcaster says the branding is designed to symbolize the values that are central to it new offer: thousands of programmes, the constant pursuit of innovation, the best technology available for subscribers, more choice, and extraordinary customer service.
The new packaging structure, reported yesterday in Broadband TV News, comes into being on July 5. Subscribers will be able to choose a premium package from Football, Movies or Sports and combine it with two basic ‘World’ packages for a monthly €29.
As in the UK and German markets the My Sky HD PVR is now offered as standard. Customers will pay a one-off fee of €59 including installation costs. Although BSkyB will offer its Sky+ PVR for free this still represents a significant reduction on the previous €199 pricepoint. The current My Sky HD model features a 320 GB hard disk. Push VOD service Sky Selection On Demand offers subscribers access to the 130 best programmes of the month that will be pushed to the hard disk.
Included in the €59 price is the controversial Sky Digital Key. A USB DTT receiver that gives subscribers access to the terrestrial channels from public broadcaster RAI and commercial network Mediaset. The channels are seamlessly presented within the Sky EPG.
Sky is also ramping up the number of HD channels on offer in the Italian market, promising 35 channels by August 1 and 50 by 2011. BSkyB is promising to have 50 HD channels available by the end of the year. Sky Italia has already met an earlier promise to have 30 HD channels on air; the 35 channel mark will be passed by the simulcast of all 12 channels in the Cinema package being offered in HD by August 1. Sky is also highlighting the availability of Serie A football in HD.
The cost of subscribing to top tier movies and sports will be €47 per month. The Multivision (multiroom) option adds a further €9.90 per month.
Subscriber numbers that peaked at 4.8 million in March 2009, fell back to 4.7 million in March 2010, after stagnating for the previous three quarters.
