Sky is establishing a new distribution arm to market the international rights to its originated content. As part of the move, Sky has completed the acquisition of Parthenon Media Group, an independent international distribution and multi-media rights management company.

In line with Sky’s on-going commitment to increasing its investment in original content, the creation of a distribution capability will help Sky accelerate its plans for international rights management. This will include playing a central role in the way Sky’s commissioned content is showcased to the international market.

The new in-house model will help generate additional revenues from Sky’s content investment from the sale of overseas rights, which will enable Sky to reinvest even more in the UK’s creative economy, for the benefit of customers and content makers alike.

Sky is one of the largest investors in original British content. This year alone it has invested more than £450 million in British commissioning and production. This is set to increase to £600 million a year by 2014, with most of the growth set to come in genres such as drama, comedy, entertainment, arts and factual.