Article: Sky Active seeks advertisers to fund branded programming.(British Sky Broadcasting Group PLC. Sky Active)(Brief Article)

Sky is seeking a series of high-profile advertiser partners to help fund a move into branded programming for its Sky Active entertainment portal.

The satellite broadcaster wants to increase the amount of video content available on Sky Active by creating premium TV shows that brand owners will want to pay to be associated with.

Advertisers signing up to the initiative will be able to influence the creative content of programmes, which could be made available via the portal on a purely on-demand basis.

Viewers will also be able to press red during the relevant linear TV commercials to access Sky Active shows in the same way that they would ...

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