Front Row Seats

Background

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.