Company: Sky PLC
Brand value: US$10,826 million
Headquarter city: London (Osterley)
Industry: Telecom Providers
Year formed: 1990
Sky has expanded from being a pay TV provider into a leading entertainment and communications business across Europe. As well as investing £5.2 billion in content a year, it also provides fixed-line telephone and broadband services to UK homes. Sky subscribers have access to a range of content, including films and series, but one of the biggest draws for consumers is the growing array of sports channels, which feature live coverage of English Premier League football. The UK pay TV sector has become increasingly competitive in recent years, and Sky invests heavily in high-profile marketing campaigns featuring A-list talent such as footballer David Beckham and actors Idris Elba and James Nesbitt. Ads for its Sky Q service, which allows people to watch in different rooms on different devices, were notable for their special effects, and for digital innovation. The campaign linked Twitter Moments, outdoor and mobile display ads to reach the most digitally savvy consumers. Sky also advertises on prime-time terrestrial TV, in print and on prominent outdoor sites. It sponsors the Team Sky bicycle racing team, which has twice won the Tour de France. Sky’s tagline is “Believe in Better”, New innovations include a sound system developed with Devialet called Sky Soundbox. Sky is also working with Virgin Media to allow advertisers to target audiences across both platforms. Sky is somewhat controversial in the UK as the majority of it is owned by the Murdoch family, who also owned the News of the World newspaper, which was forced to shut down in 2011 over a phone-hacking scandal. Rupert Murdoch wants to buy all of the business, but any takeover would require approval from the media industry regulator, Ofcom, because of Murdoch’s other media interests in the UK. Sky Plc is listed on the London Stock Exchange; parent company Fox is in the process of a buyout.