SKY's press release today about SKY Atlantic.
http://corporate.sky.com/media/press...ltantic_HD.htm
"Sky Atlantic HD to bring the very best in entertainment and drama exclusively to Sky customers from 1st February 2011
Sky today confirmed the eagerly awaited launch of Sky Atlantic HD – a brand new channel that will provide the very best in entertainment, drama and films to Sky customers across the UK and Ireland. Bringing together innovative and distinctive original productions from home and abroad,
Sky Atlantic will be free and exclusive to all 10 million Sky customers from its launch on 1 st February 2011."
I think this is the first time SKY have referred to the channel as SKY Atlantic, not SKY Atlantic HD in any of their previous communications.