The 3rd Quarter Report of British Sky Broadcasting Group is hardly dull reading, despite the monospace typeface font. Worthy of note is the 11% year-on-year growth of their adjusted income, resulting in a very healthy 15% adjusted profit. Sky is thinking far in advance of need by investing and installing 3D-capable HD boxes – provided at no additional cost to new and existing customers with a Sky HD Pack. Existing customers can upgrade free by securing a qualifying HD or Sky 3D plan. By setting up new customers with advanced technology, Sky is reducing the back-end cost of an additional service call to swap boxes.

Of interest – and as predicted – the focus of the 3D offerings will be in sports. Football is already broadcast in selected pubs, which will be followed by the Guinness Premiership rugby championship. Pub sports is a good way to get a taste of the 3D experience without the expense. Sky will launch widespread broadcast of 3D programmes to the home, starting later in the year.

By innovative technology, lowering HD subscription fees and aggressive pursuit of the “churn” of subscribers changing from one provider to another, Sky has added nearly 500,000 new contracts, up 76% year-on-year. Of note, the variable options offered separately – unbundling – has resulted in deeper penetration in each of the components formerly bundled.

The enormous audience of over 4 million viewers for the second debate in advance of the General Elections has spurred the efforts to have Sky News HD launch on Election Night, May 6th.

While all this is grand news, what is glossed over in the earnings report is the launch of the UK's first professional road racing team, in conjunction with British Cycling. Team Sky is performing well in international competitions and has secured a place to compete in this year's Tour de France! HD and 3D may not be every Briton's cup of tea, however, there is no denying the benefits of a truly UK-based and sponsored cycling team on the Kingdom. By providing major sponsorship, Sky Broadcasting is going to be instrumental in putting tyres on the ground in France, with racers sponsored by a major UK corporation. Imagine cycling viewed in 3D. It's coming, not this year, perhaps, but sooner rather than later.