Premiere to rename as Sky Deutschland
International media company News Corp will change the name of German pay-TV operator Premiere to Sky Deutschland, according to information obtained by news agency dpa.
“That’s definitely settled. The brand Premiere is dead,” an industry insider told dpa. It is believed the name change will be formally approved during the annual general meeting at the end of June in Munich. A spokesman declined to comment when asked to confirm this.
Premiere CEO Mark Williams confirmed in February that there were considerations regarding a name change, but did not give details. Within the industry it has long been expected that News Corp, as the broadcaster’s largest single shareholder, would introduce its brand Sky to Germany.
Using Italy as a model, where News Corp chose the name Sky Italia for its pay-TV offer, Sky Deutschland has long been seen as one of the most probable variations – despite the downside that the name doesn’t imply that the bouquet is also marketed in Austria. One solution would be to use the brand name Sky Österreich in the neighbouring state.