Premiere/Sky seeks for 7.4m subs


German pay-TV operator Premiere has good chances of success, according to CEO Mark Williams, who considers it possible that 20% of German TV households could be won as subscribers over the long term. With around 37m TV households nationwide, this figure corresponds to 7.4m subscriptions.

"I see no reason why that shouldn't be possible", Williams said in Munich. Premiere has suffered falling subscription figures for months, along with a history of failed - or allegedly fabricated - sales figures. At the end of March 2009 the broadcaster had just 2.3m customers - 28,000 less than at the end of 2008.

With new packages and price structure and the rebranding of the company into Sky on 4 July, all of which will be accompanied by a large-scale advertising campaign, Premiere wants to push its subscription figures back up. A net profit for the Rupert Murdoch-backed broadcaster, is not envisaged until 2011.