BSkyB will be renamed simply Sky after the takeover of its European “sisters”

This decision to end 25 years as a brand is adopted after acquiring the satellite payment operators Sky Italia and Sky Deutschland.

BSkyB has chosen to do without the “b” of British and Broadcasting. This decision to end 25 years as a brand is adopted after acquiring the satellite payment operators Sky Italia and Sky Deutschland. This change is also due to the company's desire to establish itself as a pan-European reference group with multiplatform content distribution beyond traditional broadcasting.

This pan-European pay TV giant will have more than £11 billion in revenue and 20 million customers across the UK, Germany, Italy, Austria and Ireland.

Last July, British Sky Broadcasting (BSkyB) announced the purchase from tycoon Rupert Murdoch of all of Sky Italia and 57.4% of Sky Deutschland, for more than 4.9 billion pounds (about 6.19 billion euros).

BSkyB, 39% owned by the Murdoch group, has acquired these companies from its majority partner to consolidate its television, telecommunications and digital services on the European continent.

In this way, Sky will return to the original name that Murdoch introduced in the United Kingdom in the late 1980s. British Sky Broadcasting was formed in 1990 by the merger of Rupert Murdoch's Sky Television with British Satellite Broadcasting.

Now, the name change must be approved by the company's General Shareholders' Meeting on November 21.

Brian Sullivan will continue to lead Sky in Germany, and Andrea Zappia will continue to lead Sky in Italy.