A TV ad promotes the service as a hub for millions of music tracks all in one place and drives people to the skysongs.com site to sign up.
The campaign also features a cover spread, editorial feature and exclusive competition in the December issue of customer magazine Sky Mag.
The bulk of the campaign will run online, including a targeted online display ad campaign and search activity. Sky is also promoting broadband, which consumers need to use Sky Songs.
Sky Songs offers unlimited online streaming and mp3 downloads of tracks from EMI, Sony, Universal and Warner for £6.49 a month. Customers can also purchase additional music on a per-track or per-album basis from 65p and £6.49 respectively.
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