"Sky's HD set-top push is also preparatory to one of the company's next steps: attracting more subscribers and readying itself for a move into broadband TV." Never let it be said that UK pay-TV operator BSkyB doesn't like to buck a trend. In the midst of one of the worst financial meltdowns since the 1930s, at a time when leading commercial TV operators like ITV are slashing jobs and costs to survive in a falling TV advertising market, Sky was able yet again to pull a rabbit out of the hat to unveil better-than-expected trading results. The pay-TV operator also announced a significant price drop for its high-definition set-top boxes to ￡49 (?55) - down from ￡150 - to help drive new growth from HD. The company even announced that 1,000 new jobs will be added to support its forecasts of increased demand for its products.
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