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Sky News has revealed comprehensive plans to transform its operations, focusing on premium paid content as a strategic move to combat the declining viewership of traditional television. The announcement, made by Executive Chair David Rhodes, outlines a transformative strategy named ‘Sky News 2030’ that will reshape the broadcaster’s digital services over the next five years.
The Comcast-backed news organisation faces “largely stagnant” revenue streams due to its dependence on advertising and sponsorship. The new strategy centres on creating subject-specific hubs offering paid products, including podcasts, newsletters, events, and live programmes, with some content reserved exclusively for paying subscribers.
Traditional linear TV viewing continues to decline sharply, with advertising revenue shifting to online platforms and younger audiences gravitating towards social media outlets like YouTube and TikTok. The broadcaster also faces mounting pressure from competitors, notably GB News, which surpassed Sky News in average viewership during November.
Rhodes emphasised that while the 24-hour TV channel remains significant, resources will be redirected towards premium content tiers. The restructuring aims to increase premium journalism from its current 30 per cent to 70 per cent by 2030, reducing emphasis on breaking news and live TV coverage.
The transformation involves leveraging artificial intelligence to streamline operations and eliminate redundant processes. Rhodes stressed that these changes do not primarily target cost reduction but rather position the organisation for future sustainability. The broadcaster’s funding is secure until 2028 through parent company Comcast’s commitments following its £39 billion acquisition of Sky.
Sky News has already begun implementing elements of this strategy through initiatives such as its politics hub, which combines newsgathering, digital products, television programming, and podcasts. The move represents a significant shift in British broadcasting, acknowledging the need to adapt to evolving consumer preferences and digital consumption patterns.
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