Sky drops HD box costs

£150 plus a subscription for rebranded Sky+ HD

Sky has announced a drop in the price of its HD boxes which will be rebranded as Sky+ HD from 1 July.

Both new and existing customers will be able to purchase the Sky+ HD box for £150, as long as they take an HD mix subscription of £10.

The news follows the announcement of a new HD on-screen electronic program guide for HD subscribers – launching in the Autumn.

Strategy

Sky's strategy appears to have moved firmly into 'upselling' – or getting existing customers to move onto more expensive packages, of which the HD content is the flagship product.

Sky currently has an admirable HD service – including dedicated HD sports channels – and will be keen to up its user base in the coming months.

The decrease in the price means that Sky+ HD and normal standard definition Sky+ will both cost £150 (for the box) although the latter can be reduced if a multiroom, broadband or talk package is taken out.

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Patrick (Twitter) is Global Editor-in-Chief for techradar, and has been with the site since its launch in 2008. He is a longstanding judge of the T3 Awards, been quoted or seen on everything from the The Sun to Sky News and is on the #CoolBrands Council. He started his career in football, making him one of approximately one journalists to have covered both a World Cup final and an iPhone launch.