Sky pushes revamped entertainment line-up

BSkyB, the pay-TV giant, has launched a marketing campaign to promote its revamped portfolio of entertainment and arts channels, including the high profile addition of Sky Atlantic.

The creative brings together Sky Atlantic HD and Sky Living HD, the channel bought as part of Virgin Media Television and formerly known as Living, with male-focused entertainment channel Sky 1 HD and Sky Arts HD.

The campaign, planned and bought by MediaCom, uses TV, print, online and outdoor to highlight the breadth of Sky's entertainment and arts programming and features content from the four entertainment and arts channels.

Programmes featured in the campaign include Sky 1's new psychological drama series 'Mad Dogs', starring Max Beesley and John Simm, Sky Atlantic US police drama 'Blue Bloods', and the upcoming Kasabian profile for Songook on Sky Arts.

Naomi Gibney, director, marketing and communications, Sky Networks, said: "The launch of Sky Atlantic HD completes a stunning line-up of entertainment and arts channels on Sky.

"This is the first time we've put together a campaign which brings together Sky's portfolio of arts and entertainment channels and points to the strength of our new content offer, and the amount of confidence we have in it."

Branding agency Heavenly made the idents for Sky Atlantic HD and a new series of idents for Sky's other entertainment, arts and movies channels were made by Sky’s in house agency Sky Creative.

Clare McDonald, executive creative director, Sky Creative, said: "To be faced with one rebrand of a prominent channel is a big enough challenge for any creative agency, but to take on eight at the same time was a mammoth task.

"It's enormously rewarding to see the hard work pay off, and we're delighted with the quality of idents and the common look and feel that is carried across the channels."

Sky announced plans to launch Sky Atlantic HD in October, after doing a deal, believed to be worth £150m, with Home Box Office, producer of 'The Wire', for its entire catalogue. Sky Atlantic launches this evening with Blackberry as its channel sponsor.