German pay-TV station Premiere will change its brand name to Sky despite heavy write-downs on the Premiere brand name. Premiere will trade under the Sky name as do other pay-TV stations partly or fully owned by News Corp. News Corp. has a 30.5 per cent stake in Premiere, and it fully owns Sky Italia and is the biggest single shareholder in British Sky Broadcasting Group.

The rebranding will result in a hefty write-down of E331.6 million, the good will value of the name carried in the balance sheet.

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