Sky has unveiled plans to launch Sky Atlantic HD in early 2011. Following Sky and HBO’s multi-year output deal announced in July, Sky Atlantic HD will air all of HBO’s new series exclusively in the UK and Ireland.
Old and new content from HBO will also be offered to Sky customers via Sky’s on-demand platforms, including the soon-to-launch Sky Anytime+ service.
In a separate deal with Lionsgate Television, Sky Atlantic HD will also be the exclusive UK home to brand new Mad Men from 2011.
Meanwhile Sky 3D launched over the weekend with Panasonic as its first sponsor. The electronics manufacturer has launched a heavyweight 3D TV campaign designed to also give a “3D-effect” to viewers with regular television sets. Panasonic said the advertising push for its Viera 3D sets is the largest campaign it has ever launched targeting Christmas shoppers.