I’m not normally one to comment on news stories which fill gossip columns or the sport’s back pages. However, the Andy Gray sacking caught my attention this morning, not simply because of the manner in which it was doesn’t.
To me, the sacking of Andy Gray from Sky Sport’s lead commentary position is a marketing decision pure and simple. It has been driven by a high awareness from Sky about their female audience or lack of it. Whilst working on Sky clients talked frequently about the “female handbrake”, which unlike Andy Gray’s comments, isn’t sexist. It is matter of fact. (continues after the photos)
Sky’s female handbrake is caused by a perceived lack of quality female programming which means when it comes to purchase the “female handbrake” is applied and a purchase isn’t made. Sky have recently changed their approach. Knowing that the “female handbrake” was still an issue they have acquired Virgin’s Living TV for the female programming of shows like Britain’s Next Top Model, America’s Next Top Model, Four Weddings and dare I say it Dating in the Dark. The idea being that Sky reduced its image from being solely about sport and men e.g. Ross Kemp on Gangs, and more about a shared viewing experience.
Even the creation of Sky Atlantic, would help aid this with great HBO programming such as Boardwalk Empire (cannot wait for this), Mad Men Series 5, and other programmes. Again designed to create more shared viewing experiences between wife and husband, boyfriend and girlfriend, partners etc.
For Sky, the Andy Gray and Richard Key comments couldn’t have come at a worse time. Living is due to launch alongside Atlantic in Feb, with a raft of new programmes including the much anticipated Bedlam. Gray’s comments were incredibly crass, juvenille, and sexist, but were brought to the forefront when they could have easily been subdued. If Sky’s objective in 2011, was truly about loosening the “female handbrake” then they had to act swiftly on Gray.
Sacking seems extreme but in this case it was the only thing they could do to maintain momentum in their desire to become a shared viewing channel, accessible to women and men equally.
Bye Andy, it’s been great…in parts.
