British Sky Broadcasting, a digital television service controlled by News Corp., named Silverpop, Atlanta, to handle e-mail marketing communications and data management.
As the operator of Sky Digital, Britain's largest digital TV network, BSkyB owns and operates 25 broadcast channels with a reach of 12 million households. Such diversity of products and more than one-fifth of Britain's population as customers made BSkyB focus on e-mail as part of its marketing strategy.
The network will use the Silverpop Marketer. Newsletters, promotions and event-triggered campaigns are part of the mix.
BSkyB's decision to accelerate its e-mail marketing comes as Britain's new Data Protection Act took effect in December. That act protects the interests of consumers in a Europe largely sensitive to marketing intrusions.