Website link: http://mysky.sky.com/portal/site/skycom/home
Sky Digital is the only digital satellite TV broadcaster in the UK. Launched in 1998 to replace its previous satellite TV network, Sky Digital has added a number of innovative additions to its service such as Sky+, allowing viewers to ‘pause’ live broadcasts and schedule future programs to be recorded using a digital video recorder, and has launched a range of programmes that are broadcast in High Definition resolution (HDTV). Recently, Sky Digital has expanded into the converging communications market offering fast internet access with Sky Broadband and free evening and weekend calls over a landline - this multimedia ‘triple play’ package is advertised as Surf Speak See.
The website is split into 6 sections, these are; Home, My Sky, Products and Services, Sky Shop, TV Guide and Customer Support. You can click on any of these across the top of the page to give you a new page on the information you desire. The website homepage also has links to different programs that sky digital offers such as news, sports and movie channels. There are also options to sign up for new Sky Broadband, Sky HD box, the traditional Sky box and
Sky Anytime. These are all examples of how Sky is countinually developing new methods of viewing and keeping up with technology. Sky also offers the EPG (electronic program guide) where you can find out times and information on programs you want to watch, and what they are about. Together with the Sky Plus box, you can affectively create your own channel whereby you record what you want to watch and store it in the Sky Plus planner where you can view it later on when it suits you. This makes the viewing experience very specific to you where you only watch what you want and when you want. It adds to the way in which viewing digital TV is now becoming more and more non-linear.
There is no refernce on the website to the target audience of Sky. However it is quite clear that Sky is trying to target anyone, due to the huge variety of channels and other sources of entertainment that it offers. With Sky, there is guranteed to be something for everyone.
In terms of institutions , the main institutions involved are Sky and Sky and British Broadcasting. However, any independent production company would be an institution such as MTV. By advertising different institutions, Sky can increase sales and attract more customers. They do this by advertising on niche channels to a narrow range of audience but which they know will be interested in the advert. For example, they would do this by advertsing for childrens toys on Cartoon Network. Sky are constantly advertising new features of technology for the audience to purchase. For example adverts for Sky HD, Sky Plus, Sky Broadband are all very common adverts.
Sky Digital is the only digital satellite TV broadcaster in the UK. Launched in 1998 to replace its previous satellite TV network, Sky Digital has added a number of innovative additions to its service such as Sky+, allowing viewers to ‘pause’ live broadcasts and schedule future programs to be recorded using a digital video recorder, and has launched a range of programmes that are broadcast in High Definition resolution (HDTV). Recently, Sky Digital has expanded into the converging communications market offering fast internet access with Sky Broadband and free evening and weekend calls over a landline - this multimedia ‘triple play’ package is advertised as Surf Speak See.
The website is split into 6 sections, these are; Home, My Sky, Products and Services, Sky Shop, TV Guide and Customer Support. You can click on any of these across the top of the page to give you a new page on the information you desire. The website homepage also has links to different programs that sky digital offers such as news, sports and movie channels. There are also options to sign up for new Sky Broadband, Sky HD box, the traditional Sky box and
Sky Anytime. These are all examples of how Sky is countinually developing new methods of viewing and keeping up with technology. Sky also offers the EPG (electronic program guide) where you can find out times and information on programs you want to watch, and what they are about. Together with the Sky Plus box, you can affectively create your own channel whereby you record what you want to watch and store it in the Sky Plus planner where you can view it later on when it suits you. This makes the viewing experience very specific to you where you only watch what you want and when you want. It adds to the way in which viewing digital TV is now becoming more and more non-linear.There is no refernce on the website to the target audience of Sky. However it is quite clear that Sky is trying to target anyone, due to the huge variety of channels and other sources of entertainment that it offers. With Sky, there is guranteed to be something for everyone.
In terms of institutions , the main institutions involved are Sky and Sky and British Broadcasting. However, any independent production company would be an institution such as MTV. By advertising different institutions, Sky can increase sales and attract more customers. They do this by advertising on niche channels to a narrow range of audience but which they know will be interested in the advert. For example, they would do this by advertsing for childrens toys on Cartoon Network. Sky are constantly advertising new features of technology for the audience to purchase. For example adverts for Sky HD, Sky Plus, Sky Broadband are all very common adverts.
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