SKY, the Italian digital pay TV, started on July 31, 2003 from a very simple idea: to propose to Italian viewers the best national and international content. In December 2007, subscribers number reached 4 million 430 thousand, with a subscription increase of over 2.5 million since its launch on the Italian market.

Italian families choose to become SKY subscribers because it represents a new entertainment model, able to attract wider and wider audience brackets thanks to quality programming and innovative services. TV audience is estimated to be over 15 million viewers and, according to Auditel data, average platform share reached 9%, a number four times higher than the one measured during the first months of broadcasting.

SKY’s offer includes a variety of channels able to comply with interest and curiosity of most demanding viewers: the best of movies, most popular sports, entertainment, news, documentaries, travels, music and channels for children and teenagers.

SKY Italia is 100%-owned by News Corp and its CEO is Tom Mockridge.