‘Why and with what success are traditional media institutions adapting to the challenge posed by new/digital media?’
'Sky' is the UK and Ireland's leading entertainment and communications company, serving 40% of homes. This suggests that this institution has successfully adapted to the challenges faced by new and digital media. Although, arguably, Sky only launched in 1990, so doesn't have an excessive history to evaluate a move from traditional platforms, to newer ones, it is still an important institution to analyse when looking at new and digital media advances.
Sky's Portfolio
Platforms and Innovation
- Whole host of TV Sky channels offering a range of diverse content
- There is an online website
- No features on print: all new and digital media
- Features: Sky Broadband, Sky Entertainment, Sky Movies, Sky News, Sky Business and Sky Bet
- New EPG gives Box Sets, Catch Up and Sky Store 'greater visibility', encouraging customers to engage with the full range of content now available to them.
- Sky wants to be at the heart of the ‘connected household’, meeting customers’ growing desire to consume content on their own terms.
- ‘In the last 12 months, we have connected 3 million Sky+HD boxes to broadband, equivalent to 57,000 new households every week. This explosive growth means that more than half of our 10.7 million Sky TV customers now have access to the full range of On Demand services. This is more than double the number in the prior year and makes Sky Britain and Ireland’s most popular connected TV platform.
- NOW TV is also available on a broad range of 'internet-connected devices' that includes tablets, PCs and consoles, with PS4 being added to the list this summer.
Sky has adapted to new and digital media because: - It's focusing on platforms that are most used by the audience today including TV and e-media.
- It's producing for the masses. The range of Sky dedicated channels available meet the demands of the audience.
- It's ownership of channels, means people often buy Sky not just for Sky channels but for the array of other channels promoted.
- It's TV homepage has combined elements of broadcast and e-media platforms. For example, people can stream programmes from Catch-Up online, and then watch the show on their TV screen.
- Sky is still attractive despite people having to pay for content. I think this is due to the range of texts available, it's easier accessibility, and the fact that everything is one place. For example, audiences view Sky as a package deal e.g. it provides TV content, broadband services, catch up TV, and opportunity to buy texts.
I think people feel obliged to pay for Sky because they value it's reputation and see it as a trusting brand. Because it offers so much content in good quality and instantly - compared to illegal content, people feel willing to pay for what they are seeing.
Plus, in a time pressured society, people want converging brands that can supply for all their needs. Sky does this. It can offer the TV content, catch up content, and even unlimited broadband.
I think what else gives Sky credibility is their 24 hour news offered on TV and via their news website. Sky has especially adapted to new and digital media in this area; publishing news stories instantly in a clean, uncluttered layout, as well, as message boards and the opportunity to 'watch live'.
An advantage of e-media other traditional forms of news platforms such as newspapers, is that websites are more immediate. Whilst newspapers can only publish a day behind, websites can publish instantly. Also, while newspapers are limited by space, websites can publish more and more content, whilst attracting social interaction.
Audiences are becoming exposed to Sky becoming a global name. For example, 'switch to the US edition', which is on the top right hand corner of the news website, show how Sky are broadening their audience to the masses, extending their credibility.
Laura Elphick
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