News Corp to rebrand Premiere as Sky Deutschland

Breaking News: After surviving another incredibly busy week, my Blackberry continues to get a good buzzin’. International media giant News Corp. is planning to rebrand Germany’s biggest pay television operator Premiere as Sky Deutschland, inside sources tell me. The name change and rebrand, planned for the platform’s much-talked about relaunch this summer, would bring Premiere further into the News Corp. fold. The company’s UK and Italian operations already go under the Sky brand. Word is that CEO Mark Williams (who was previously COO at Sky Italia) hopes rebranding will help in his efforts to restructure the operation and return the operation to profit. The name change is likely to be made official at Premiere’s annual meeting in June. An extensive brand review is planned.

Premiere was formed in 1999 following the merger of DF1, a pay TV service started by the now defunct Kirch Group, and Premiere, a rival operator owned by CLT/Ufa (now the RTL Group).

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