Sky Broadband Looking for Happily Ever After With Sophie Ellis-Bextor on Twitter

LONDON, June 24, 2010 - Sky Broadband has today launched its 'Happily Ever After' Twitter
campaign, with the help of pop princess Sophie Ellis-Bextor, to challenge the
nation to come up with new "happily ever after" endings to some of the
country's favourite fairy tales… in 140 characters or fewer.

Sophie will be asking everyone to send in their alternative endings via
Twitter or the competition website at www.sky.com/happilyeverafter.
For inspiration, Sophie will be Tweeting her own alternative endings over the
next few weeks and will personally choose the winning entrant.

This comes on the same day that a Sky Broadband survey revealed that
Cinderella has been voted the nation's favourite fairytale of all time. The
classic folk story which sees a downtrodden young woman battle against
adversity to become an elegant Princess, beat other classics like Little Red
Riding Hood and Sleeping Beauty to claim top spot.

The research of 4,000 parents with children aged 2-12, also found that 7
out of 10 adults regularly read fairytales to their children, which led to
more than half of kids (53 per cent) wanting to emulate the characters they
were reading about, showing that these popular stories still capture
imaginations like no other. It also showed that 60% of parents still believe
that fairytales help them to explain life's morals and to understand right
from wrong.

Two-thirds of mums and dads also agree that fairytales help the
development of a child's imagination and four in ten said it's a great way of
connecting with their kids.

Eleven emerged as the age at which youngsters are deemed too old to enjoy
a fairytale story.

Pop sensation Sophie Ellis-Bextor, who has joined forces with Sky
Broadband to launch the nationwide search for the best alternative fairytale
ending, said: "I adore Cinderella. I love reading it to my children. It's the
nation's favourite fairytale because it's the ultimate rags to riches story.
To help keep us in touch with our inner child, I'm helping to launch the
'Happily Ever After' competition through my Twitter site. I'm encouraging my
followers and others to submit their alternative endings to fairytales that
they enjoyed as children."

More information about Sky Broadband's 'Happily Ever After' campaign can
be found at www.sky.com/happilyeverafter. People can submit their
140-character or fewer alternative endings via the site or by using the
hashtag #HEA". The best entries will be judged by Sophie Ellis-Bextor, the
winning entry will be published on the site with the author winning a
fairytale trip to Sleeping Beauty's Castle in Germany, as well as free Sky TV
and Sky Broadband Unlimited for a year.

Darren Young, +44(0)207-861-3135, dyoung at bell-pottinger.co.uk