BSkyB is facing pressure from advertisers following declining audiences for top shows such as 24 and Lost.
The broadcaster’s Sky One channel is now only available in a minority of homes after it was unable to come to terms with Virgin Media leading to the channel’s removal from 3.3 million homes.
This weekend a number of newspapers reported that advertisers and agencies were seeking to reduce the amount of money they pay for ad slots as a result of these smaller audiences.
Today’s Media Guardian reports that Sky Media’s managing director Nick Milligan and his deputy Paul Curtis have "e;called on advertisers and media agencies not to look to renegotiate the £20m in ad deals, affected by the pulling of its channels from Virgin’s service, until after its financial year ends in June."e;
�Starcom UK’s trading director Chris Locke told the Sunday Telegraph "e;Sky has taken a strategic business decision to land grab Virgin Media’s customers and that has resulted in a loss of audience, which is unacceptable to us on behalf of our clients."e;
There are also reports that sponsors of shows such as Lost are also seeking to renegotiate their deals in the wake of the audience loss.
It’s also been reported that shareholders in the Freeview operating and marketing company are to lobby Ofcom to strip Sky of its share after the company announced plans to remove its channels from the platform and replace them with a subscription service.