Premiere to launch €100m Sky promotional campaign

German pay-TV operator Premiere will spend €100m on advertising for its newly-branded Sky Deutschland service, according to local reports.

The budget will be used to promote the service, which launches on July 4, across multiple media platforms, with €40m set aside for TV ads. CEO Mark Williams was quoted as saying that renaming the company during the recession is cheaper than it might otherwise have been because of lower advertising rates.