SKY 1 HD Makes Must be the Music Tracks Available for Public Download

LONDON, August 3, 2010 - Sky 1 HD has announced several unique elements to its new series Must Be
The Music, which will give musicians through to the semi-finals the best
possible chance of achieving their dreams of succeeding in the music
industry.

Every contestant that reaches the live semi-finals will have the track
that they perform available to download via iTunes and Sky Songs. Viewers
will be able to download the acts' music while the shows are actually on air.
The contestants tracks will sit alongside those from the show's judging
panel including Dizzee Rascal, (sky1.sky.com/dizzee-rascal) Jamie
Cullum (sky1.sky.com/jamie-cullum-2) and Sharleen Spiteri.
(sky1.sky.com/sharleen-spiteri-2)

This new downloading capability means that for the first time, in any UK
televised talent competition, all contestants who reach the semi final stages
have the chance to get their songs into the charts irrespective of whether
they win the competition or not. As well as giving them a shot at chart
success, Must Be The Music (sky1.sky.com/sharleen-spiteri-2) will
ensure that contestants receive all net profits generated from the download
sales.

The series, set to launch on 8th August, is open to all musicians and
singers no matter what type of music they play and for the first time since
2007 on any UK talent show, viewers from the Republic of Ireland will have
the chance to vote through both their red buttons and phones, alongside those
from the UK. Sky 1 HD will not receive any revenue from the voting
mechanisms.

Duncan Gray, Head of Entertainment, Sky1 HD and Sky1, 2 and 3, commented:
"Customer interaction with Sky 1 HD is really important to us, whether they
are in the UK or Republic of Ireland. I'm really pleased that Must Be The
Music is not only the first show to offer immediate song downloads for all
the semi finalists' performances, but also all our customers, including those
in the Republic of Ireland, will now get a chance to vote for their favourite
act, and for only 5 pence/ 7 cents per phone call. This is a great step
forward in offering interactive services that make the editorial more
accessible for the viewer."

In addition to each contestant's tracks being available for immediate
download, the individual contestants, judges and presenter will have their
own social media profiles including Facebook, Twitter, Flickr, Bebo and
MySpace. Each site which will host exclusive footage and behind-the-scenes
clips of the artists as well as snippets of their live performances on
SoundCloud.

Hosted by Fearne Cotton, the eight week series on Sky 1 HD
(sky1.sky.com/sharleen-spiteri-2) hands back control to the artists
themselves, provides creative support, promotional advice and a cash fund of
GBP100,000 to kick start their career. The final will be held live at Wembley
Arena, where the finalists will be performing on the same stage as the show's
prestigious judges in front of over 10,000 members of the public.

Alongside their tracks being available for download, the acts will also
have merchandise available to purchase on their own tailored websites and on
Sky.com.

Notes to editors:

About Sky

Sky operates the most comprehensive multichannel, multi-platform
television service in the UK and Ireland. Almost 6.5 million Sky homes now
enjoy the control and flexibility of Sky+ and 2.1 million homes have already
joined Sky+HD which provides access to 37 dedicated HD channels and future
innovative services like broadband-enabled video-on-demand and 3D TV.

Sky has also been the UK's fastest growing broadband and fixed-telephony
provider for the last two years.

    For further information please contact:

    Emily Burgess
    Freud Communications
    55 Newman Street
    London
    WIT 3EB
    +44(0)203-003-6369

For further information please contact: Emily Burgess, Freud Communications, 55 Newman Street, London, WIT 3EB, +44(0)203-003-6369