On Friday afternoon, Sky announced the appointment of industry stalwart Steve Bayliss to take over the marketing reins at the business.

During his long stints at Air New Zealand and Foodstuffs, Bayliss established a strong reputation as a marketing boss adept at the age-old art of convincing consumers that he was selling something worth buying.

But Sky poses a different challenge. In taking this job, Bayliss has knowingly entered a business fighting on numerous fronts to justify its continued prevalence in the Kiwi living room.


While good marketing won't necessarily solve all issues facing Sky, it has never been

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