23 December 2005
Sky and Sony have agreed to collaborate in combining their advertising campaigns for High Density TV (HDTV), the new television format that offers viewers a sharper picture.
In the first half of 2006 customers will be offered discount deals if they purchase a Sky HDTV box and a Sony Bravia TV at the same time.
BskyB intends to introduce several new HDTV channels next year, while Sony has been experiencing difficulties shifting its flatscreen sets.
Sony CEO Howard Stringer said: "Until today we have laboured under a Catch 22."
"If the industry didn't produce and broadcast in HD, the consumer would be reluctant to purchase HD television sets or equipment."
He added: "This agreement between Sony and Sky, two of the leading players in the market, will drive the adoption of High Definition in the UK, and create a brilliant and compelling new entertainment experience for the consumer."
BSkyB is hoping that HDTV will help it achieve its target of ten million subscribers by 2010, currently standing at eight million.
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