BSkyB is putting a minimum of pounds 12 million of marketing
support behind the Millennium Experience in a move designed to position
the broadcaster as ’the leading architect of television in the next
The satellite broadcaster has joined BT, Tesco and Manpower as a
Millennium Founding Partner, supporting celebrations around the country,
and is to sponsor the Serious Play zone in the Millennium Dome at
Visitors will be able to interact with a range of multimedia products in
the Serious Play zone, using interactive audience technology. The zone
will celebrate the roles that entertainment, games and sport play in
BSkyB, which is 40 per cent owned by Rupert Murdoch’s News Corporation,
is also planning to add its broadcasting and marketing experience to the
resources that are being marshalled to support the year-long
celebrations across the country.
BSkyB’s chief executive, Mark Booth, commented: ’It is fitting that
BSkyB, a young, creative and entrepreneurial company and the leading
architect of television in the next millennium, has chosen to play a
very active role in the Millennium Experience.
’The Millennium Experience is about discovery and making a difference.
This is a shared mandate of BSkyB, a company that has been built on the
belief that people want to be entertained, informed and empowered to
make their own choices.’
However, Parliamentary sources suggest that the tie-up will alarm Labour
MPs, who could see it as an attempt by Murdoch to put further pressure
on the Prime Minister, Tony Blair, in the wake of this month’s House of
Lords vote on predatory newspaper pricing.
The Lords voted in favour of action against competitive pricing in
national newspapers, a policy employed by Murdoch’s Times (Campaign, 13