Both companies had begun to struggle with the burden of making huge losses and by November 1990, the companies were merged 50:50 financially, operating as "British Sky Broadcasting" (BSkyB) but marketed as Sky.
Both companies had begun to struggle with the burden of huge losses, escalating debts and ongoing startup costs. In November 1990, a 50:50 merger was announced to form a single company, operating as "British Sky Broadcasting" (BSkyB), but marketed as Sky.