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Sky Sweeps In From Atlantic

This week's launch of Sky Atlantic means a new strategy for Sky as it looks to diversify its customer base and a change in direction for the broadcaster.
Said to be the 'home of HBO', Sky has reached a five-year, £150m deal with the US network, guaranteeing both the back catalogue and access to new series.
Sky is taking advantage of a clear gap in the market, as competitors in the UK cannot match its spending power.
The BBC can no longer justify spending large chunks of the licence fee on expense imports, regardless of their excellence.
Channel 4 is suffering because of the advertising downturn and ITV has never been that keen as imported US drama never wins millions of viewers.
To start, Boardwalk Empire launched the channel this week with Sky Atlantic also showing series such as Mad Men, Entourage and Curb your Enthusiasm, with the launch of the channel likely to increase competitiveness.
Having reached 10 million subscribers at the end of 2010, Sky is now looking to continue to grow and diversify its customer base, with Sky Atlantic likely to be key to this strategy.
As a bonus channel exclusively available to all existing Sky customers, Sky Atlantic HD will also create even more value in the Sky subscription, whilst giving others yet another reason to consider Sky.
Stuart Murphy, Director of Programmes for Sky 1 HD and Sky Atlantic HD, commented: "Sky Atlantic HD will be such an incredible channel: seminal, world-class, epic TV all in one place. Unlike other broadcasters, Sky won't hide these series' in the twilight hours - we feel incredibly proud of this content and feel privileged to air it in peak time and in high definition, exclusively for all Sky customers.
"As the home of HBO in the UK, it's the place where the world's best talent - whether on screen or off, American or home-grown - come to do their most creative work. Sky Atlantic HD is a key part of our strategy to help further grow the content gap between what you can get with Sky, and what you can get elsewhere," he enthused.

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