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Sky wants to lure customers with new campaign

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MUNICH (Dow Jones) – The pay channel Sky Germany sticks to his plan, in the first quarter of next year, 2.8 Million to 3 million paying customers to have. This objective applies continue marketing director Marcello Maggioni said on Wednesday Munich at the presentation of a new advertising campaign of the transmitter. End of 2009 had the MDAX group based in Unterföhring 2.47 Million subscribers.
After a weak performance in the new customer in the Final quarter, as the pay channel with a net increase of 39,000 customers remained well below its own target of 60,000 new subscriptions, it is now with Moritz Bleibtreu be better than advertising. Sky sets the popular German actor off Wednesday in three different TV spots and a print campaign.
Bleibtreu leads to the spot to himself in the zoo, a supermarket and a buffet. At the end of the films, he says: "It is time for Sky. "Whether this slogan already in the past First quarter 2010 new customers are sufficiently followed, would not Maggioni say, high expectations, however, dampened the Marketing Board. satisfy the existing customers is as important as to win new customers, "said the manager.
Already in the final quarter of 2009 had its own objectives in the Sky Does not reach new customers, while the fourth quarter is due to the Christmas sales to be particularly strong. Maggioni pointed out that each quarter "His own rhythm" have. In the first quarter is missing now Support the Christmas buyer.
Pay-TV is these days a luxury that not everyone begrudge, "said actor Bleibtreu in Munich. He himself had already since the early days of the sender paying customer. What’s Gage fails for the campaign, did not tell the actors. Sky estimates that Bruttomediabudget the campaign at a low double-digit million euro amount. Until the end of May is running the campaign, thereafter would be decided whether the pay station and the actor continue to be faithful.
News Corp, Dow Jones and thus also of this news agency belongs, according to recent data holds 45.42% stake in Sky Germany.

   

Website: http://info.sky.de

-By Matthias Karpstein, Dow Jones Newswires, +49 89 55214030,
matthias.karpstein @ dowjones.com
DJG / mak / jhe
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(END) Dow Jones Newswires

April 07, 2010 09:03 ET (13:03 GMT)

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