BSkyB is to increase its marketing spend by £10 million, as it seeks to expand the focus of its advertising activities. As well as SkyDigital, the company will be seeking to push its Sky.com and Open brands, as well as its tie up with hard disk video recorder company TiVo.
As part of the rethink, Sky is to expand its roster of creative agencies, although it will also continue to work with St Luke's, the present incumbent. Media arrangements will be unaffected by the changes.
Sky has also launched its own branded mobile phone service, and all mobiles sold through the service will use Sky.com's WAP site as their portal.