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SKY TV New Zealand

Issue 9 | December 2008


SKY TV in New Zealand offers 35 channels of entertainment including sports, movies, kids channels and documentaries. But after years of growth, SKY TV was facing major challenges: a market nearing saturation, competition from a new free-to-air channel, and falling interest in major drawcard rugby, following the All Blacks’ failure in the 2007 World Cup. SKY TV had traditionally used door-to-door sales and telemarketing to recruit but costs were increasing and it needed to find a more cost-effective way. Historic attempts at DM had proved unsuccessful, but in 2008, SKY TV wanted to have a final try.

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