Sky backs high-definition TV with new website

by Heydon Prowse, Brand Republic 22-Feb-06

LONDON - Sky Digital is helping television viewers get to grips with the advent of high-definition TV through a new website, ahead of the launch of its HD service later this year.

Sky hopes to sell 2m HD sets in 2006 despite the fact that an exact launch date, price and full details of the box's functionality have yet to announced.

The site has been designed by AllofUs, and tells visitors what technology they will need to get HDTV, what programmes will be available and invites them to register for more information.

As part of Sky's "feel everything" brand campaign, AllofUs is also behind also created some short ads for the website. The ads were shot as green-screen sequences in order to show the improved picture and sound quality of Sky HD.

Hilary Perchard, head of product marketing at Sky HD, said: "We are launching the website to help new and existing Sky customers to fully understand what HD will offer, demonstrating key product features and encouraging consumers to pre-register."

Sanky, the art director at AllofUs, said: "Sky HD heralds a whole new way of seeing the world, like watching and listening with heightened sensations. Using green-screen allowed us to zoom in on microscopic details to demonstrate what the Sky HD box will be capable of."

Channels that will be part of the Sky HD package from launch include Sky Sports, Sky Movies, National Geographic and Dicovery.

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