Perhaps - but with newspapers going entirely digital in the years ahead and Sky’s audience becoming increasingly digital - it would seem to make sense. And I believe their CEO alluded to that in a recent press release
CNN is doing something similar with “one newsroom” where the tv and digital newsrooms will be merged
For a smaller market like Australia it certainly seems to make sense to go this way.
I sense the Sky brand will go away.
Both a choice of news corp and Comcast - with both seeing a new brand the way forward for both parties.
Campion College has developed a close relationship with sections of Sky News Australia, particularly its digital department, with alumni links for its very small student base leading to a comparatively large cohort at the network, while receiving regular promotions across Sky’s on air programming.
The sale meant Sky News Australia no longer had direct ties to its UK counterpart except a name, which sources close to News Corp said was a 10-year licensing deal. That arrangement was due to expire some time in late 2025 or 2026.
The license for the Sky brand for which they pay has not expired yet
decision on what to do would not yet be decided yet
multiple discussions and complex stakeholders all involved that have to align and agree (Sky UK, Comcast US, News Corp AU, News Corp US, Sky News AU, Fox News US etc)
once decided strategy then needs to be done (that takes about 6-8 months at least, probably partly done internally and partly done by a external strategy agency (expensive)
sign off on strategy and costs by all stakeholders (complex. Many stakeholders that won’t agree)
then marketing plans / creative begins: media buys, marketing plan, logo, graphics. Website, promos, sets, publicity - another 6 months
I agree. I think they’ll have to rebrand. My understanding is Sky UK/Comcast aren’t terribly happy to have their brand associated with what Sky Australia puts out. So a name change would benefit everyone.
