While the vast majority of Sky TV’s content comes from overseas, a lot of the content on its sport channels is produced “in New Zealand, for New Zealand”. And, in an effort to localise the brand a bit more and reflect the pride felt by the crews that make it, DDB and Flying Fish have created a series of sports-related vignettes to run at the end of the local productions.
Sky is in around 50 percent of New Zealand homes, one of the highest rates of pay TV subscription in the world), and many of the punters sign up because of that foreign content. But Sky’s marketing director Mike Watson told the Herald a while back that it was aiming to ramp up its local focus in the next couple of years, something that’s becoming increasingly important as the internet continues to render borders meaningless for many media companies and new global competitors come on the scene.
TVNZ has been pushing the local angle hard, especially with TV One, but despite the fact that News Ltd owns almost half the shares in Sky, Watson said it was still considerably more local than the likes of MediaWorks, Fairfax, YouTube and Google.
ECD: Toby Talbot, Andy Fackrell
Creative Directors: Mark Lorrigan, Jordan Sky
Creatives: Ashwin Gopal, Tim Yates
Agency Producer: Kim Baldwinson
Director: Greg Page
Production Company: Flying Fish
Producer: Kerin Casey
Director of Marketing: Mike Watson
Account Service: Danielle Richards, Victoria Meo