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Several Italian sites have reported that the "Sky Digital Key" by Sky Italia is reaching one million sold units.
During the press conference at the Olympic Stadium of Rome in anticipation of the new football season, CEO Tom Mockridge announced the news.
The Sky Digital Key (a USB stick) let subscribers receive every free DTT channels on the Sky Box.
Mockridge said that also MySky box is popular and growing.
Furthermore he said the past season was the best of seven seasons till now. Not only for football (Serie A) but also for other sports like rugby, tennis and volleyball.
Since July this year, Sky Italia has given the 'Sky Digital Key' together with the MySky HD box free to every new customer.
Existing customers have to pay a price of €20 for the Key.
Wikipedia on the background of the MySky boxes:
The 'MySky' boxes launched on the 22 November 2005 - based on a new digital receiver with HDD recording capabilities and surround sound output (not previously available on the normal box). Subsequently, the 'MySky HD' boxes (High Definition with HDD recorder) were added. The 'MySky HD' service had been provided with an extra charge until July 2010, when it became a base-line service. The service is functionally identical to the BSkyB Sky+ HD.
With regard to the question when Sport in 3D will come, already being reality in countries like Spain and the UK, Mockridge was more cautious but revealing that he does hope to commence with 3D in the next 12 months for Sky Tg24 and Sky Sport.
About Sky Italia
Sky Italia S.r.l. is an Italian digital satellite television platform owned by News Corporation launched on 1st August 2003, when the former platforms Tele+ (Canal+) and Stream TV (News Corporation and Telecom Italia) merged together. It is similar in many ways to BSkyB's Sky Digital in the United Kingdom and Ireland, and like that network it is a major sports broadcaster.