Sky Italia adds higher definition
Sky’s Italian subsidiary is to add 13 HD channels to its offering, bringing to 52 the total channels in its HD pack.
Already more than 70% of the over 5 million Sky Italia subscribers have chosen HD programming and the 13 new channels, to be launched on 1 February 2012, will encompass sport, cinema, entertainment, TV series, kids’ programs, documentaries, travel, food and wine, music, technological innovations, scientific discoveries.
Extreme Sports Channel HD and MTV HD have been cited as the stand out addition to the programming portfolio. The latter will be the station’s first music channel in HD and will be dedicated to the best of international content. Wide coverage will be given to live shows and the most important music events, with appointments such as MTV World Stage, MTV Unplugged, Isle of MTV and Ibiza Rocks.
The launch of Extreme Sports Channel on Sky Italia HD marks the channel’s international debut in high definition (HD), said broadcaster Chello Zone for whom content management and delivery will be managed by sister company Chello DMC. The inaugural launch on Italy’s Sky platform sees the channel’s entrance into the HD market and from there it will begin rolling out to operators across the EMEA region. Chello DMC will deliver the localised play-out solution for the SD and HD feeds that will enable Extreme Sports Channel to tailor its content and commercial opportunities to the local market. Extreme Sports Channel will be Chello Zone’s third channel brand available on the Sky platform in Italy, joining Horror Channel and children’s channel JimJam.
“Extreme Sports Channel’s globe-trotting challenges, exhilarating documentaries and action sports championships are perfect content for HD viewing,” said Louise Cottrell, Chello Zone’s VP Affiliate Sales. “We’re looking forward to working with Sky to launch the Extreme Sports Channel brand in Italy as part of their Entertainment package, and expect the new high definition feed to roll out across the rest of EMEA in the coming months.”
Robin Kroes, Vice President, Commercial, Operations and Corporate Development at Chello DMC added: “The trend towards country specific channels in both SD and HD continues as clients look to further enhance their offerings. Chello DMC is leading this charge with cost effective and leading-edge solutions that optimise channels to create richer and deeper experiences for both their advertisers and audiences”.
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