Sky ‘Looking After’ Customers By Putting Up U.K. Television Prices Amid Coronavirus Crisis – Forbes

Sky is putting up the prices of its U.K. satellite television packages, just days after writing to customers telling them it was “looking after” them during the coronavirus crisis.

Sky has written to TV subscribers telling them that the price of their packages will rise from April 1, 2020. Customers on the Original Bundle will see prices increase by £2.20 per month, whilst customers with Sky Q have reported that their subscriptions are going up by £4 per month.

The letter sent to customers is dated March 20, 2020, which is the exact same day schools across the U.K. were closed and the government urged citizens not to visit pubs, restaurants or other public venues, meaning millions of hard-pressed customers will be more reliant on their television service.

In the letter, Sky justifies the prices increase by claiming it “brings you unmissable entertainment and innovative products that you can enjoy, 365 days a year.” Sky’s biggest product is its sports channels, although almost all live sport has now been suspended because of the coronavirus crisis. Sky is allowing customers to “pause” their Sky Sports subscriptions until the crisis is over.

The price increase letter is dated only a day after the company emailed all of its customers, outlining how it would be “looking after” them during the crisis. “Our first priority is ensuring our customers continue to get the very best service we can provide,” the email stated. “We’d love more people to experience Sky, but for the time being, we’re focusing our attention and resources on making sure we do our very best for our existing customers.”

Sky has been contacted for comment, but had not issued a statement at the time of publication.