Sky Italia inks deal for personalised TV trial for fans

Sky Italia has stated it is to develop a trial for a personalised channel for fans, using technology from Australian video virtualisation company, Linius Technologies.

Linius is set to create a one-off, proof-of-concept system. Under the agreement, Sky Italia will use Linius’ services to develop personalised channels for testing within its subscriber base. It is expected to particularly focus on Serie A content to begin with.

The agreement with Sky Italia will enable Linius to develop a closed trial to test user engagement and reaction to personalised TV. It will also facilitate commercial modelling and provide insights into future product design.

Research by Quantum Market Research on Sky UK subscribers found high demand for tailoring TV subscriptions, with 96% of respondents saying they were likely to use personalised channels.

The research also found subscribers considered personalised TV great value and are willing to pay an average £14.30 on top of their existing subscription fee.

Among those unlikely to renew their pay-TV subscription, 77% said the addition of personalised channels increased their likelihood to stick with the service.

“Italian football fans are among the most passionate sports supporters in the world and we’re confident they will embrace our technology to give them an even better fan experience,” said Linius CEO Chris Richardson. “With Serie A and the EPL set to resume this month after a forced hiatus due to COVID-19, the development of personalised TV by Sky Italia will be a welcome boost for sports fans.”

Added Richardson: “Consumers are increasingly wanting a viewing experience specifically tailored to them. Using Linius Technologies’ services, Sky Italia subscribers will have access to hyper-personalized videos that will change the way they consume sports and other content.”

The deal with Sky Italia is a one-off trial that includes a personalised channel proof of concept, video virtualisation, enrichment, and trial support.

Given current global uncertainty, trial dates are yet to be finalised.

To learn more about how broadcasters are covering the re-start of football leagues around Europe, register for SVG Europe’s Football Summit 2020. The live-streamed conference will feature Sky Sports, BT Sport, Sky Sport Germany, Sportcast, Mediapro and Ekstraklasa Live Park. To find out more visit: Football Summit 2020