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Sky’s originals: seeking iconic differentiation - Venture Insights

Report Overview

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Sky’s originals: seeking iconic differentiation

PublisherEnders Analysis.
Publish Date April 1, 2016
Sector Broadcast TV, Media, Pay TV.
Company SKY, Sky Deutschland, Sky Italia.

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Sky is steadily expanding its output of scripted content – now almost at the same volume as HBO’s. It is an attempt to strengthen the Sky brand in a more competitive market, the ultimate prize being exclusive association with ‘iconic’ content.

So far so good: in the UK most originals deliver higher audiences than average and than US imports. Emergence of an iconic hit may be just a matter of time. Sky’s Italian productions are closer to the domestic hit status, but harder to sell to British viewers.

The challenge for Sky is to stay in the global series budget race through US co-production and sales without compromising editorial sharpness. Continental European platforms increase Sky’s financial clout, but will require distinct content.