MUMBAI: European news channel Sky News has appointed Star to distribute it across the Asian continent.

Sky News is already available on various pay-TV platforms, including Now TV in Hong Kong and Starhub Cable Vision in Singapore, as well as a range of other cable and satellite operators across the region. Sky News is also available in the Middle East via Star's bouquets on the ART/ADD platform.

Sky News head John Ryley said, "Already around 100m viewers across Europe, plus a further 8m households in Africa and the Middle East, are able to access Sky News' award-winning breaking news. I am delighted that this new partnership with Star will allow us to reach audiences in a range of fast-paced dynamic countries across Asia."

Under the deal, the distribution and marketing teams at Star will work to open up new markets for Sky News.

Star executive VP, ad sales, distribution and marketing Bruce A. Oltchick said, "We're delighted to fortify our partnership with Sky News with this new exclusive distribution agreement. Sky News is an internationally renowned channel known for its high quality reporting and breaking news coverage. We are very pleased to expand our partnership and we look forward to bringing Sky News to even more viewers in Asia."

While broadcast television remains hugely important for Sky News, the channel has a strong focus on bringing breaking news through new and emerging delivery mechanisms which, in the United Kingdom, now include mobile TV and railway station platforms. In April the Sky News website - sky.com/news - introduced a new, fresh look and feel, the first phase of the site's redevelopment as a dynamic, video-rich site that maintains the channel's record of innovating in the delivery of breaking news and innovation. Its video content, podcasts and live event coverage are designed to support channel output.