Sky launches news channel campaign

Sky is planning to promote its news channel's primetime "appointment-to-view" programming with a new marketing campaign.

The campaign will run on radio, online and Sky's TV channels.

On radio, Sky plans to use new digital delivery technology to allow it to run ads during the morning for exclusive reports, debates or interviews to run on Live at 5 in the evening.

Online, banner ads will promote Sunrise, Live at 5, The Sky Report and World News Tonight with James Rubin. Relevant programme information will be included in the banners and if news breaks, the banners will be immediately updated to reflect it.

"The rolling format of a 24-hour news channel means any commercial promoting that day’s news output needs to be fresh and current," said Sky's marketing director Charles Ponsonby. "The integrated radio, online and cross promotional campaign will inform new and existing viewers of Sky News, on Sky digital, cable and Freeview, of the new programming line-up and any exclusives, major interviews, reports and debates coming up. On an average day we will have more than 20 different ads in the mix, covering online, radio and on-air. And we'll be producing over 350 different live ads over the entire seven week campaign."