Page 6: Conclusion
This case study explains how Sky is at the forefront of the digital revolution currently underway in the television market-place.
The fast-moving changes taking place are radically altering how the consumer interacts with his or her TV - choosing the type of television delivery to suit the consumer’s preferences, choosing what the consumer wants to watch, as well as how and when he/she wants to watch it.
Sky has altered the focus of its marketing activities in order to carry the brand forward into the digital age and broaden its consumer base. Sky fully intends to maintain its position as the leader in multi-channel TV and continue to drive digital technology forwards into the next millennium.