DIARY: ICE TO ESKIMOS - Assistant flies high at Sky using computer know-how

Future’s commercial development manager Paul Lanzarotti proved he could hack it when he was at Sky.

Future’s commercial development manager Paul Lanzarotti proved he

could hack it when he was at Sky.



’I started my media career at BSkyB six years ago as an assistant. My

role required me to ’find’ and ’optimise’ airtime for the campaigns in

my portfolio.



’At the time, the system Sky used was archaic, so spots had to be booked

manually. Once the schedules were completed and sent over to the agency,

it was customary for the agency to call back and demand changes -

usually to be moved to premium positions.



’Obviously there were a limited number of these premium slots, so the

best programme breaks were locked out of the system.



’However, I was lucky enough to be one of a handful of people who knew

how to ’hack’ the system and gain access to the best positions

available.



’The agencies thought I was fab and my life was made much easier than

most. Sky has now updated its systems, but my friendship with Mike

Hope-Milne (head of radio at MediaCom) - which was forged on the

strength of his TV schedules - is still going strong!’



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