Advanced Television

Premiere rebranded Sky

May 12, 2009

German pay-TV station Premiere will change its brand name to Sky despite heavy write-downs on the Premiere brand name. Premiere will trade under the Sky name as do other pay-TV stations partly or fully owned by News Corp. News Corp. has a 30.5 per cent stake in Premiere, and it fully owns Sky Italia and is the biggest single shareholder in British Sky Broadcasting Group.

The rebranding will result in a hefty write-down of E331.6 million, the good will value of the name carried in the balance sheet.

Categories: Articles, Broadcast, Content, DTH/Satellite, Pay TV, Rights