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10 million customers now choose Sky

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It's the result of a constant appetite for change and years of hard work behind the scenes to give our customers a great entertainment experience.

Sky today announces that it has reached its target of 10 million TV customers, making it the choice of 36% of households in the UK and Ireland. Since the target was set in August 2004, a further 2.6 million customers have joined Sky for a better choice of entertainment and a better viewing experience. With 10 million households choosing to subscribe, Sky TV now reaches more than 25 million people.

Alongside continued growth in the total number of customers, Sky has opened up a further growth opportunity since 2004 by significantly broadening its product offering. Around a third of customers have now upgraded to high definition TV while almost a quarter take Sky's broadband and home phone services as well as TV.

Sky continues to improve the entertainment experience for customers. Last month saw the launch of Sky 3D, Europe's first in-home 3D channel, and the new on-demand service, Sky Anytime+. Early 2011 will bring more great content to Sky customers, with the launch of a brand new channel, Sky Atlantic HD, the exclusive home of new HBO content and 'Mad Men' in the UK.

Jeremy Darroch, Sky's Chief Executive, commented:

"To be the choice of 10 million families is a big achievement for the whole team at Sky. It's the result of a constant appetite for change and years of hard work behind the scenes to give our customers a great entertainment experience. But perhaps an even bigger achievement is the transformation of our business, which means we now have more ways to grow than ever.

"Sky has always been a forward-looking company and we will push on from here by continuing to invest in content and innovation. That's the best way to satisfy existing customers and create new reasons for people to join in and take more from us."

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