Television is the best time to go by

Sky: "We're not just TV anymore"


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THE TIME: Monsieur Raynaud, you have been Executive Vice-President Sports & Advertising at Sky since April 2018. What is behind this job title?

Jacques Raynaud: Maybe I'm most likely to be a packaging artist. My job is to prepare our treasure, exclusive live sport, in such a way that our customers love it. To do this, we use the extensive findings of our market research and direct audience feedback.

TIME: To sell your treasure to customers as profitably as possible.

Raynaud: It's about an optimal price-performance ratio. In addition, one should not underestimate the innovation potential in the TV business; Especially in the soccer field, innovations are being made at ever shorter intervals.

TIME: There are people, including your customers, who would like to maintain the status quo. You are afraid of change.

Raynaud: I think this fear is natural, but we work every day to bring the benefits of these innovations to our customers. A good media manager shouldn't be driven by respect for change. People are often afraid of new things, especially when it comes to their habits, but at the same time they expect better and crisper and regular live broadcasts. I find this balancing act exciting. Among other things, we already have extensive user numbers for our program the morning after a Champions League match day. Which industry can react so quickly to customer preferences?



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TIME: Even so, hardly a day goes by without criticism of your station. Currently, customers are dissatisfied with the announcement that from next month Sky Go will only be available via app. The streaming service is particularly interesting for those viewers who want to watch a game or a program on their smartphone, tablet or PC.

Raynaud: There was only a few criticisms, but we take them very seriously. We are convinced that the switch to the app will bring extensive advantages for customers, including new functionalities, for example.

TIME: Your customers feel patronized. Why don't you let the viewers decide for themselves whether they get to the provider via the app or via the browser? Services like Netflix, DAZN or Amazon Prime do that too.

Raynaud: We completely overhauled our Sky Go service at the beginning of the year and rolled out this update to all reception channels. The switch to desktop PCs is the last, long-planned step with which we want to offer our customers an even better experience, including new functions such as the ability to download content.

TIME: And for that you have to completely abolish the previous browser usage?

Raynaud: There is a technical background to this. We are convinced that we can offer the best user experience with the app solution.

TIME: In this way, you can more easily record the usage behavior of your customers and control them even more precisely ...

Raynaud: That’s not the point for us.

TIME: The thought is not entirely absurd. You don't want to restrict the legal parallel use of a subscription by several viewers either?

Raynaud: No. Our goal is solely to improve usage.