Sky has taken full ownership of internet portal mykindaplace in a multi-million pound deal.

The agreement, which sees Sky's stakeholding in the company rise from 49%, is part of a strategy to increase new media activity and expand online presence.

Mykindaplace comprises a series of websites aimed at teenagers and a web development business. The company, which employs 23 full time staff, will now assist with the development of new websites.

"Working even more closely with mykindaplace will allow us to accelerate the expansion of our web portfolio," said James Baker, MD of Sky Networked Media. "We intend to super-serve audiences in key content genres and target new users with a suite of content-rich sites that deepen customer relationships and drive new revenue."