TV broadcasters are making strides to digitize TV in the U.K., but there are plenty of hurdles to overcome.

When Sky’s commercial executives hosted agencies at wine merchant Berry Bros & Rudd’s in London throughout October and December, they promised 2019 would be a year of change. The broadcaster’s boss of ad sales John Litster talked up its newfound ability to dip into the deep pockets of new owner Comcast to buy more original content as his deputy Jamie West touted how its tech could monetize in new ways.

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