BSkyB to put pounds 12m into millennium projects

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 millennium’.

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

millennium’.



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

Greenwich.



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

people’s lives.



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

February).



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