Some major changes are coming to the EPG (Electronic Programme Guide) on Sky which will involve an update to the positions at which many of the channels can be found on the Sky platform. A new channel, Sky Atlantic, will also be launched, with all of these changes taking effect from the 1st Feb.

The EPG changes mean that for Sky+ HD subscribers, 33 channels in Sky’s HD pack will ‘swap’ positions with their Standard Definition (SD)

counterparts. So, for example, HD subscribers will find Sky 1 HD at #106, with Sky 1 moving to #170. According to Sky, the reason for this change is that they want to make the HD Sky channels more accessible and easier for the viewer to find.

HD Channels are not Opt Out channels (i.e. they only show UK adverts in Ireland). SD channels, which can be targeted by Irish advertisers, will now be located at a higher position on the EPG meaning viewers will have to flick past the HD version of the channels to view them. This change will only effect Sky HD subscribers.

Currently the number of homes in Ireland who are HD subscribers remains low at under 10%. Statistics on how many of these subscribers have already been watching HD as opposed to SD is unknown, so it's uncertain what change to Sky impacts the moves will have on the channels with HD versions

Continue Reading this article

This week: From the blog: The Changes for SkyA few words from Niki GagebyThe Latest Trends in Search

twitter.com/MindshareIRL

m-insights.blogspot.com

28th January 2011

More News from Sky about Living, Sky Atlantic, Sponsorship and More4; by RhonaRead More

Your Mobile... a phone, a wallet, a radio station. The latest you can do with your mobile; by Hilary. Read More

from the blog

Changes to Sky EPG (Electronic Programme Guide)Jill Robinson

INSIGHTS & ANALYSISGOOGLE TRENDS

28 JAN 2011

Rising Searches (last 7 days)

20th Jan - 27th Jan 2011

Google This! This week, many have been on the search for all things fun in the world of football. We’ve also been googling the not so fun world of banking too; with HSBC, Lloyds and banking365 all trending. In news searches, the newly trending stories are Cowen’s demise and the Aer Lingus strike. In entertainment, Jim Corr has received a lot of online attention - particularly through Facebook after the Late Late show. In Dublin, it seems that the kids have had free reign of computers this week as stardoll ‘utube’ (yes, youtube misspelt) and club penguin are trending. We also looked at food retailers searched this year in comparison to 2010. Discount retailers Aldi, have made it into the top ten list, as have Tesco Mobile. In cooking and meals, Portuguese restaurant Nando’s has opened in Ireland and is trending in our searches. Operation Transformation is now more interactive than ever and is being well received. If we can guess from Google, our latest cooking attempts have involved a lot of chicken and beef, curry, lasagna and carbonara - winter warmers all round.

Mindshare analyses the search volume within Ireland to establish patterns and trends of information people are searching for over certain time periods.

Rising Cooking Searches

(last 30 days)

chicken recipes nandosnigel slater

lasagnaoperation transformation

cakes carbonara

Operation TransformationJim Corr

chicken recipes

beef recipes

pancakes chicken currymauritius

cowen

aer lingusmichaela

michaela harte

Rising News Searches (last 30 days)

December 29nd - 27th January 2011

michaela mcareavey

liverpool

brian cowen

harte

bbc football

lottery

tfl

lloyds

banking365

bbc sport

fantasy football

hsbc

premier league

the sun 50%

50%

50%

50%

50%

50%

60%

70%

80%

80%

tesco1

asda2

supervalu3

tesco mobile

4 supervalu breaks

5

morrisons

6 tesco direct

7

tesco ireland8

lidl9

aldi10

Top Food Retailers

Google Searches 2010 vs 2009

Rising Entertainment

last 7 days vs. previous 7 days

tom hardy

400%

jim corr

breakout

anne hathaway

+110%

cineworld

+50%

radio 1

+50%

The Google Trends report is published weekly by Mindshare Dublin based on search volumes according

to Google Insights. The data is owned and curated by Google, but available for public access.

For more information contact Finian Murphy (finian.murphy@mindshareworld.com) or +353 1 415 0300

free movies

online

+40%vue

+40%

Niki Gageby, Business Director

Our Five Friday Follows!

@GrouponDublin (For daily deals)@luxurydaily (Luxury Marketing)@thejournal_ie (Daily News RoundUps)@TBCT (Temple Bar Cultural Trust)@siliconrepublic (Irish Tech News)

1)What is your role in Mindshare?I’m a Business Director in the planning department.

2)What media developments are you keeping an eye on?As with everyone - Digital & Mobile - it's an ever-changing, complicated market place. But also, the whole idea of media owners offering a 360solution.It's not a new media development in the sense of

Digital, Mobile and Content but if the likes of RTE (and hopefully other media owners) actually pull-off multi-platform campaigns it'll offer clients a real strength in engaging and conversing with consumers

3)What's your favorite recent campaign?Yeo Valley 'Rapping Farmers'. Two minutes of mindless fun that you can'thelp but watch. Illustrates how brands can grow from niche to 'bigbudget' (They only used X Factor prime time spots) without compromising on quality and brand values. Find out more about it here.

4)To Tweet or not to Tweet?Still getting to grips with it.... definitely more into following (spying)

+3

NEW

odeon

+80%

fantasy football

4od

utube

fantasy football

lotto.ie

stardoll

club penguin

irish times

banking 365

donedeal

Trending in Dublin this Week

Upcoming Films

Thanks to Carlton Screens

1. Barney’s Version

28/01/2011

2. Biutiful

28/01/2011

3. How Do You Know

28/01/2011

4. The Mechanic

28/01/2011

5. Tangled

28/01/2011

6. Hereafter

28/01/2011

7. The Fighter

04/02/2011

8. Brighton Rock

04/02/2011

9. Sanctum

04/02/2011

10. Yogi Bear

11/02/2011

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