Sky is to establish a new distribution arm to market the international rights to its originated content. As part of the move, Sky has completed the acquisition of Parthenon Media Group, an independent international distribution and multi-media rights management company.

In line with Sky’s on-going commitment to increasing its investment in original content, the creation of a high quality distribution capability will help the satellite TV giant accelerate its plans for international rights management.  This will include playing a central role in the way the company’s commissioned content is showcased to the international market.

In a statement, Sky said the new in-house model will help generate additional revenues from content investment from the sale of overseas rights, which will enable Sky to reinvest even more in the UK’s creative economy, for the benefit of customers and content makers alike.

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