Sky Media Enters 2025 With Sport, Smarts & Science Beet.TV [Video]

The death of linear TV may have been greatly exaggerated, says a UK executive who has an expanding portfolio of live sport, coupled with a growing range of ad-tech products.

“We talk a lot about the demise of linear TV and I certainly don’t see or feel that,” said Ruth Cartwright, Investment Director, Sky Media, in this video interview with Beet.TV at CIMM Summit London.

“Linear TV and that premium content on TV across all broadcasters is still incredibly important to us. What we’re trying to do is create premium TV across more platforms.”

Sky, part of Comcast, is the satellite platform, broadcast owner, telecoms company and now TV-over-IP operator.

Sky Media, its ad sales arm, manages commercial content on Sky’s own footprint as well as those of other media owners. It pioneered addressability for TV advertising with its AdSmart product, launched in 2014.

The group joined UK broadcasters in adoptingthe CFlight cross-platform ad measurement system …