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November 13, 2014 by · Leave a Comment 

Twenty-First Century Fox-controlled British Sky Broadcasting, better known as BSkyB, the principal home satellite service in the U.K., will lose the "B" at the beginning and at the end of its name following completion of its buyout of sibling companies in Germany and Italy. The company said that it will drop "British" from the name to reflect the pan-European nature of its operation, and the word "Broadcasting" in order to reflect its current evolution into a broad multimedia content company. "The opportunity ahead is substantial and we believe the new Sky will be good for customers, content creators and shareholders alike," said BSkyB CEO Jeremy Darroch, who will oversee the expanded company. The name change must be approved by shareholders at their annual meeting on November 21, but their approval is a foregone conclusion.