Editorial: Swapping arm-twisting for ads is sense

With almost £2 billion having been wiped off its stock market value and a significant slowdown in its growth, it's an apposite time for BSkyB to announce plans to boost its above-the-line adspend by 50 per cent (see p15).

Let's hope this translates into the kind of consistent branding the broadcaster has always eschewed.

Buying up rights to the big sporting events, then holding viewers to ransom if they want to watch them may bring short-term success. But remaining refuseniks will not be won over unless they can be convinced about the depth and breadth of BSkyB's offering.

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