“It has proved very successful and is a particularly good way of trying out new offers, because you get the most direct kind of customer feedback,” Jeremy Darroch, chief executive of BSkyB, told the Financial Times.

The move harks back to Sky's earliest days when Sky Direct salesmen were crucial to the ';scorched earth' policy of signing up subscribers at any price in order to successfully deny the market to BSB, which was eventually forced to ';merge' with

BSB

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