James Murdoch hopes to inject a new creative angle into BSkyB programme ads by calling on agencies to pitch for advertisement briefs.
The move would bring in creative agencies to work alongside incumbent agency HHCL/Red Cell on "occasional projects on discrete areas of programming", according to a Sky spokesman.
The young ceo's vision for Sky's future includes a brand revamp to reverse the slowdown in new subscribers and boosting adspend by up to £75 million ($134m; €110.3m).
Sky was unwilling to comment on how much it was prepared to spend on achieving its creative goal, although it is believed to be in the region of £15m. Nor was it keen to reveal which agencies were being approached.
Data sourced from: BrandRepublic (UK); additional content by WARC staff