Quote:
Originally Posted by harry_hitch
Not really a myth though, is it? Prices have been rising for years and people still pay for it. They will still increase prices, and people will still pay more, it's just that Sky can not pass the full cost onto customers.
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I've probably phrased it badly, Sky does put up prices each year but is now having to absorb the huge increase in sports rights costs which are eating into its profits. (The myth was not that Sky increased its prices which it obviously does but that everyone will willingly pay more to cover its increased costs - Sky knows they won't and is taking a hit on its profits. I think there's a belief around that Sky bids "sky-high" for sports rights then just passes the increased costs onto its customers. Its results show it does not. Sorry for going off-topic, it's a hobby horse of mine!)