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# BSkyB Bites The Binary Bullet
- URL: https://www.protein.xyz/bskyb-bites-the-binary-bullet/
- Published: 1999-11-26T07:00:00.000Z
- Updated: 2016-06-03T04:42:15.000Z
- Description: BSkyB has assembled a war chest worth more than √Ǭ£20 million to fund a raft of new internet projects including acquiring…
- Author: Protein
- Tags: SEEDS, #protein, #Import 2024-06-11 13:21

BSkyB has assembled a war chest worth more than √Ǭ£20 million to fund a raft of new internet projects including acquiring strategic stakes in several e-commerce companies.The company is set to make its first major investment by acquiring a 5% share of online toy retailer, Toyzone.co.uk, in a deal underst-ood to be worth around √Ǭ£2 million. Under the terms of the agreement, due to be announced next week, Toyzone will sponsor Sky’s latest children’s TV commission, Pokemon, which airs on Sky 1 at 8.00am and 4.30pm every day. Toyzone will also be cross-promoted across all Sky’s internet activity, with links to Sky sites appearing on the Toyzone site.The deal is the first in a series of outside investments for BSkyB and is being spearheaded by its recently appointed internet supre-mo John Swingewood who the company poached from BT last month. Further strategic stakes are also understood to be in the pipeline in order to provide the company with a stronger foothold in the lucrative e-commerce market. Entertainment, movies and sports have been identified as areas for investment. Swingewood’s brief is to beef up Sky’s internet presence and make its new media department a business in its own right.(c) [MediaWeek](http://www.mediaweek.co.uk/?ref=protein.xyz)