Premiere confirms Sky Deutschland rebrand

German pay TV operator Premiere has confirmed that it will rebrand itself Sky Deutschland, adopting the moniker used by News Corp’s pay-TV platforms in other parts of the world. News is the single largest shareholder in Premiere, which had 2.4 million customers at last count.

Premiere will start operating under the Sky Deutschland moniker from July, pending shareholder approval, and will license the brand from UK pay-TV operator BSkyB, also controlled by News Corp. It will write off the value of the Premiere branding in its second quarter financials.