British advertising agencies are not thought likely to be breaking out the champagne at the latest move by Rupert Murdoch-controlled satellite TV giant BSkyB.

Ever eager to pack its channels with ads, managing director of Sky Networks Dawn Airey – who as programming director of Five pioneered the channel’s tacky and unsuccessful triple-F policy (Films, Football and F**king) – plans to target smaller, first-time advertisers who fear TV may be too expensive.

Airey revealed to the Financial Times that she plans to extend the remit of Sky’s existing inhouse advertising department to the creation of commercials: “Instead of trying to make an ad for £30,000 ($49,228; €41,826),” she argues, “we can do it for a fraction of the cost.”

She continued (with an anxious glance over her shoulder toward Charlotte Street): “We are not getting into the agency business – we are trying to introduce new clients to television. The enticement is to increase the amount of spot advertising revenue we take.”

Focus on advertising is one of four first-year priorities agreed between Airey and BSkyB ceo Tony Ball. Also in line for her attention is reversing a subscriptions slump in the premium movie channels, broadening the audience of Sky One and cross-marketing between Sky channels.

Data sourced from: Financial Times; additional content by WARC staff