Sky Deutschland to launch Sky Sport News HD 
First ever 24/7 live sport news channel for Germany and Austria

  • High Definition channel (with SD simulcast), offered as part of the Sky Welt package
  • Live, dynamic, around-the-clock coverage of breaking news for all sport with primary emphasis on Germany and Austria
  • Multi-platform focus delivering to TV, web, tablets and phones with full social media integration
  • More than 100 new employees to be hired for a high quality, real-time sport news service
  • Investment to be supported by €48m supplementary shareholder loan from News Corporation 
  • Launch planned next winter

Munich, 24 February 2011. Great news for all sport fans: Sky Deutschland announced today it will launch Germany and Austria´s first live 24/7 sport news channel.
It will be named “Sky Sport News HD” and is planned to go to air next winter. The channel’s focus will be on high-energy, dynamic, around-the-clock sport coverage with an emphasis on live and breaking news reporting across Germany and Austria.

As part of Sky Deutschland’s multi-platform strategy, “Sky Sport News HD” will be delivered via TV, web, tablets, and smartphones to customers, as well as to sports bars and hotels. With the new channel, Sky customers will not miss any exciting sport news. “Sky Sport News HD” will emphasize active audience participation through social networking platforms and other forms of interactivity. The HD channel has a simulcast in SD which will be offered as part of the Sky Welt package and available to all Sky customers.

Over 100 new employees will be hired, including over 50 sport journalists. The editorial team, the main studio and the core production units will all be housed in the new Sky building in Unterföhring, and supported by mobile units covering Germany and Austria to report breaking news when and where it happens. It is intended to obtain a license from the Bavarian media authority BLM.

The launch of ”Sky Sport News HD” will be supported by an incremental shareholder loan of €48 million. News Adelaide Holdings, an indirect 100% subsidiary of News Corporation, has agreed to provide the additional financing over the next years. The shareholder loan is subordinated to Sky Deutschland´s credit facilities, has a maturity of 31 March 2014 and carries an interest rate of 12% per annum which will accrue and be payable at maturity. This loan could be converted into equity by News Adelaide Holdings at a later stage, subject to the approval of Sky Deutschland and its shareholders.

Brian Sullivan, CEO of Sky Deutschland: “This is an exciting time here at Sky. As the home for sport across Germany and Austria, the launch of ‘Sky Sport News HD’ further demonstrates our focus on delivering high quality and up-to-date coverage across the entire range of sport, and extends our leadership and commitment providing the best viewing experience in high definition. In the last year alone we secured the exclusive HD rights to the Wimbledon Tennis Championships, European Golf, US Masters, and ESPN America, and expanded our Formula One coverage to include HD for the first time ever. ‘Sky Sport News HD’ will provide even more real-time, multi-platform coverage with full social and interactive elements across all important sport news and events. The offer fills a market gap in Germany and Austria, and provides another example of our innovative approach to bring the best possible TV viewing experience to our customers.”

Contact for press:
Wolfram Winter
Senior Vice President Communications
Tel.: +49 89/99 58-50 00
wolfram.winter@sky.de

Contact for investors and analysts:
Christine Scheil
Vice President Investor Relations
Tel.: +49 89/99 58-10 10
christine.scheil@sky.de

This press release contains statements regarding future developments that have been based on current evaluations and have been made to best of the knowledge of the management of Sky Deutschland AG. Such statements with regard to future developments are subject to known and unknown risks, uncertainties and other factors that could cause the profit situation, profitability, value development or the performance of Sky Deutschland AG or the success of the media industry to diverge from those profit situations, profitability, value development or performance results that are assumed expressly or implied or described in these statements regarding the future. Considering these risks, uncertainties and well as other factors, readers of these documents should not rely in an incommensurate manner on these statements dealing with future developments. Sky Deutschland AG has no obligation to behave in keeping with such statements regarding future developments or to alter its behavior to accommodate future events and developments.