Sky News presentation - new newswall

L!VE TV obviously passed you by.

David Cameron had been campaigning with Better Together, yet his autotuned promo, which I've seen on Challenge a few times already, is the Taylor Swift song, "We are never ever getting back together." which actually makes him look as if he is pro-Scottish Independence.

I'd call that pretty strong misrepresentation, actually.

It's not the fact that you can see the edits. It's the fact that in putting that promo together, nobody considered that it might actually suggest, even as little as slightly hint, that Sky News might be editorially less than honest, ala their sister station Fox News. Even just hinting that it might even be a "Fox News Lite", is why Sky News has lost significant ground to BBC News in the news channel stakes.

At one time, Sky News was he undisputed king of the news channels, and was without question, editorially independent of any of the other Murdoch properties. That editorial independence has been called into question several times since 2005, when Sky News started to appear to prioritise style over substance. And even though in the past few years, they seem to have gotten back towards their original position, things like this can totally undermine all the good work that has been done.

The Scottish referendum coverage promo is pure style over substance, and I'm afraid, has undermined a lot of the hard work that Sky News has done to re-establish itself as the goto news channel for Breaking News and major coverage, and for the Scottish referendum, I will not be watching Sky News, thanks totally to those promos. That's called scoring an own goal.

You missed the part where David Cameron says "We should be clear that if Scotland walks away..." *cue Taylor Swift*, which DOES NOT misrepresent the PM's position - it merely makes a statement-of-geopolitical-fact.

But where was that context in the promos on Challenge? It's not there, and without it, it sounds like he was advocating Scottish Independence, not against it.

Anyhow, he's wrong if he thinks reunificiation between Scotland and England couldn't happen in the dim and distant future, but by the by, this is exactly why this kind of promo undermines all the great work that Sky News has done in the past few years to re-emphasise substance in their output.

It's a very well crafted / creative advert that's designed to go viral to advertise Sky's coverage.

There are no hidden agendas and it doesn't undermine their output! It's just another online viral to advertise Sky's coverage that we'll all forget in a few months.

Some people on here need to remember this is a presentation forum. Stop taking things like this so seriously!

THANK YOU!

I LOVED IT!!

It appeals to audiences that normal news adverts won't appeal to. I'm in an audience that the majority of doesn't give a crap about the indy ref simply because we haven't been told enough, don't understand half of the things the politicians talk about and that we find politics boring in general.

This advert makes Sky out to be the cool, hip, young ones that does things like that and uses loads of cool stuff. People in my audience that has seen this advert would probably tune in to Sky to find out what's going to happen to their future.

Plus of course, its entertaining to watch for most people...except some on here who would probably rather have some sort of promo with a fast drumbeat, even faster strings and lots of stabs matched with fast cutting pictures and lots of correspondents and presenters and...why not, lets throw in a vignette on the whole promo. Do you all want some bagpipes to give it that Scottish twist too? Lighten up

Frankly it looks very... meh. Tells me nothing about Sky News or why I should choose it over the BBC or ITV for the Scottish referendum.

A good promo leaves the viewer thinking better of the brand. This simply doesn't do anything; if anything it makes me feel that Sky isn't taking the issue seriously, but rather another opportunity for a cheap laugh.

Whilst I wouldn't go as far as cityprod in calling it dishonest, I think it's misjudged in tone. The referendum is far from some sort of joke and to market your coverage of a serious news story (coverage that in the event of a yes will be reporting on one of the most significant events in British history) with an attempt at a comical spoof is rather bizarre. If someone had made it privately as a youtube parody it would be great, but it's about context.

I've finally watched it. It's clearly designed for the 15-24 demographic and is something I'd expect BBC Three to produce. I'm surprised Sky haven't asked Cassetteboy (a You Tube producer of mash-ups) to do this for them.

As we've seen with Sky's new initiative at giving younger viewers a voice, this viral video is another way of introducing those who wouldn't watch the older skewed linear output normally.

Considering London Live has attempted to target this audience with news and failed miserably, Sky are doing a pretty decent job.

Not sure Cassetteboy takes commissions does he? Isn't he a bit "Banksy"...

Cassetteboy has done a mash-up for Amnestey international in the past. He/they uploaded it to the official Cassetteboy You Tube channel.

Additionally he's done some stuff for Broken Teeth which HatTrick Prods have a production role in, but whether that's a specific commission, or they've just uploaded re-edit work he's done, I'm not sure.