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Pluck social media tools to drive BSkyB online networking platform

Staff (Social Media Portal) - 29 July 2008


As from september, British Sky Broadcasting (Sky)’s Sky Community platform will be supporting a new range of social media tools from Pluck, a provider of of social media capabilities to publishers, brands and retailers.

The new functionality incorporates cross-site user profiling that is intended to enable seamless navigation between all the sub-sites hosted on the Sky Portal.  It will be rolled out in several phases, starting with Sky News, which already includes a variety of social media functionalities including blogs, discussion boards and user comments.

All these features were allegedly conceived in order to involve users themselves in the process of writing the news agenda, an objective which, it is announced, will be taken a step further with the addition of a user-generated ‘citizen journalism’ section in which people can share their videos, photos and comments related to the latest events.

The next stage will see Pluck’s social media package extended to most other Sky media properties such as, Sky Entertainment, and Sky Motoring.  Pluck’s cross-site profiling technology is expected to come into its own at this point, enabling users to create ad maintain a single profile throughout all Sky websites.

Managing director for BskyB’s online business unit Andy Jonesco presents the new offering as an anticipatory effort undertaken to ensure that the Sky platform keeps up to speed with ever-increasing traffic, explaining that, “With over 1 billion monthly page impressions and many millions of unique visitors, the Sky portal needed a social media platform that could support the high-volume needs of our growing network.”

Richard Rosenblatt, chief executive officer of Demand Media, Pluck’s parent company, voices his confidence that Pluck technology will be equal to the challenge, stating that, “By incorporating our Pluck social media capabilities into their digital properties, we’re helping Sky provide its growing audience with new ways to engage with like-minded and shared interest communities.”

Pluck technology currently drives over200 online venues, including,,, and  According to research by ComScore cited in the press release, the Sky Portal is currently the 6th most popular commercial website network in the UK.

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