In a bid to put a positive spin on its less than champagne results [WAMN: 7-Feb-01], British Sky Broadcasting’s chief executive Tony Ball promised to raise average annual revenue per subscriber to £400 by 2005. In 2000, the figure was £286; this year the target is set at £300.
Over the past two years, BSkyB has incurred substantial losses as it ‘bought’ new subscribers with costly offers of free digital set-top boxes and satellite dishes.
As of Tuesday, it claimed over 5.25 million digital households, plus a further 4.5m clinging staunchly to analogue. Says Ball: “We have had a big growth period. Now we have to show where the money is.”
News source: The Times (London)