In June 2011 BSkyB announced plans to double the amount it spends on making its own content, rising to an annual figure of £600m by 2014. One presumes this was not simply philanthropic, but intended to drive audiences, and thus advertising revenue. Yesterday, Antonia Hurford-Jones, recently-arrived Controller at the female-focused Sky Living, announced a raft of new commissions, including new comedies featuring Rebecca Front, Chris Addison and Emily Mortimer, plus clutches of comedy and drama pilots.
I've taken a snaphot across the same week in January over the past four years from Barb (daily average in thousands) and you have to say that the entertainment channel audiences are not soaring away in response to this homegrown strategy. Last time BSkyB reported advertising revenue it was down to £95m for a quarter (from £105m the previous year). Next figures are due at the end of this month.
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