Sky airs first TV ad shot in HD

Sony and Sony tie-up logo

BSkyB this week aired the UK's first TV ad shot in high-definition television (HDTV). The ad, for Sony's BRAVIA range of HDTVs, was screened on Sky Sports HD2 during live coverage of the UEFA Champions League tie between Chelsea and Barcelona.

Created by advertising agency Fallon, the ad is the first to have been entirely produced and broadcast in HD. Directed by award-winning director Jonathan Glazer, it features thousands of gallons of multi-coloured paint blasted across a disused Glasgow tower block. Sky signed a partnership with Sony in December to promote HDTV in the UK.

At the time Sony chairman Sir Howard Stringer said: "This agreement between Sony and Sky, two of the leading players in the market, will drive the adoption of HD in the UK, and create a brilliant and compelling new entertainment experience for the consumer."

Richard Hawking, operations director at Sky Media, Sky's advertising sales division, said: "HD is rapidly transforming the viewing experience but until now TV ads have not offered the same stunning picture and sound quality as the programmes they're surrounded by.

"It's natural that the leading brand in HD sets and the operator of the only national HD service should team up to achieve this milestone. We expect other advertisers to follow Sony's lead and use HD to amaze viewers and unleash their creativity."

Meanwhile, Sky Networked Media, BSkyB's multi-platform content division, has appointed Andrew Hawken to the new role of online editorial director as it prepares to expand its web presence in key content genres including news, entertainment, travel and the arts.

Hawken, who will report to James Baker, managing director, Sky Networked Media, is currently editor-in-chief of the Microsoft-owned portal A revamped Sky News web site, with more video content, is due to launch in 2007.

Lovelace Consulting  |  20.10.2006

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