BSkyB rebranding following European expansion

BSkyB is to rebrand as Sky following the multimedia broadcaster's acquisition of Sky Italia and the purchase of a controlling stake in Sky Deutschland.

The company's European expansion means that it will drop the 'British' and 'Broadcasting' from its name, which has been in existence since the merger of Sky Television and British Satellite Broadcasting in 1990.

Sky will now serve customers in Italy, Germany, Austria, the UK and Ireland, with a combined programme spend of £4.6 billion.

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