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Originally Posted by Licinius
Sky's strategy has been based on the fact they believed everybody who wants sky, already has it! Therefore the only way to increase profits is for existing subscribers to pay more (hence pay per view).
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I doubt that very much. In a country with 60million people, only approximately 7 million have digital television (taking into account Sky, NTL, Freeview and whatever else).
I would think that Sky in no way believe that they now have all of the subscibers that they're going to get - with a potential additional, what, 35 - 40 million customers, this would explain why they are trying to make the various packs more attractive (oh, and explain why you can't switch any channel on without at least 15 adverts for Sky).
Oh, and
aboard (incase nobody else has said it
)