Sky Slashes HD Box By £99 & Rebrands It

The signs a new model is in the offing?

It is a time-honoured practice that a company slashes prices just before it is about to update its product lines (see iPhone, etc, etc) and could this now be the case with Sky and its High Definition digibox?

Today Rupert Murdock’s mega-corp has announced it will be ”slashing” the cost of the Sky HD box by £99 to £150, a 40 per cent reduction on the previous £249.99 RRP. At the same time the broadcaster will be looking to cash in on its well regarded Sky+ brand by rechristening it ‘Sky+ HD’.

What about hidden costs? As usual there are a few: notably the £60 installation fee for existing customers (£30 for newbies, tut-tut) and the fact that the deal hangs on the customer taking out the minimum of a £10pm ‘HD Mix’ package (fair enough). That said, when coupled with the enlarged HD channel line-up and new HD-specific EPG (electronic programme guide) it is looking a far more tempting solution for the millions stuck watching standard definition on their pricey new HDTVs.

So if you’ve been holding off perhaps now is the time to splash out – unless you, like me, believe Sky’s clearing out old stock in preparation for a new box in a few months time…

Yep, it’s ”never” a good time to upgrade.

”’Update:”’ Sky now isn’t expected to announce this until the end of the month. Hold tight.

Sky HD (expect the deal up any minute)

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