Sky has announced details of a major new marketing push to "reintroduce" itself to consumers who haven't subscribed to pay TV in the past.

Launching on October 1st, the multimillion pound campaign will run across TV, cinema, outdoors and press. Central to the push will be thirty and forty second TV ads featuring uncut clips from pay TV programmes such as Sky One's 24, Sky Movies' The Matrix Revolutions, Nick Jr's Dora The Explorer, TCM's Elvis, That's The Way It Is and Disney Channel's Finding Nemo.

A press release explained: "At the heart of the new approach is the proposition that Sky is neither a technology specialist nor a satellite provider but an innovative entertainment company that delivers customised entertainment to satisfy each individual customer's needs."

Each of the advertisements will feature Sky's new brand identity and the strap line "What do you want to watch?"

"With this campaign, Sky begins the steady transformation from utility to entertainment company," said Jon Florsheim, sky's marketing director. "This multi-dimensional marketing drive marks the start of Sky's long-term strategy to realise the untapped potential for pay-TV growth in the UK and Ireland. To achieve our challenging targets, we are opening a new conversation with consumers and inviting them to re-think their perceptions of what Sky can offer."