La sobriedad del exterior:

Credibility, transparency and business sustainability are the central values of Sky’s corporate culture. This is why social responsibility stands alongside economic growth as an essential part of the identity of Sky.

As a media company with a broad public perception, we are active on various levels – working on behalf of employees, children, media professionals and the environment.

Employee and youth development Professional opportunities for women

Sky is actively involved in supporting women in business. The measures taken include the

“Female Mentoring Program” at Sky, which was already going into its second round in 2012. The program promotes women in management positions and has the goal of supporting them on an individual basis in their professional development. Participating women work closely with female mentors from the top levels of management, who assist them in their day-to-day professional duties and career planning. The program also includes networking events and training seminars that focus on specific topics.

Together with Sport Bild, Sky launched the casting project “We want your voice” in 2012 to find the first female Bundesliga commentator in Germany. The initiative, which was closely followed in the media, was successful in its objective of triggering a discussion about opening up more opportunities for female commentators in sports reporting. Over 1,200 candidates answered the call. In the end, Christina Graf was selected as the winner. In February 2013, during the 20th matchday of the second Bundesliga, the 27-year-old became the first woman to commentate live for 90 minutes during a Bundesliga match on German television. Since then, Christina Graf has become a regular member of Sky’s Bundesliga and second Bundesliga commentator team.

In order to raise the level of interest for the media industry among talented females, Sky took part in “Girls’ Day”, the nationwide professional orientation day for girls in the fifth grade and up. A total of 25 female students took advantage of the opportunity and received a close look at the world of Sky.

Founding of Sky Academy

Sky has underscored its commitment to long-term personnel development by founding the Sky Academy, an internal division with the principal objective of using workshops and training sessions to prepare employees for current and future challenges faced by the company. The training sessions also intend to address the cultural changes within the company.

Entry opportunities for young talent

Sky is also active in promoting young talent in the media industry. Partnering with AFK GmbH, which deals with training and continuing education in electronic media, Sky supports the training of future journalists, directors and producers. The Munich-based institution gives practical instruction about the fundamentals of the television craft. And since December 2012, Sky has been a member of the MedienCampus Bayern e.V., an association devoted to promoting media education and training in Bavaria.

In 2012, Sky launched “Talents@Sky”, a new trainee program for qualified college gradu-ates. The program is focused on young leaders in the media industry by providing broad, interdepartmental training over a span of 14 months.

Content and cooperations Programming

Since September 2012, Sky has served viewers with hearing impairments by offering an up-to-date selection of subtitled films from its Film Paket through Sky Anytime and Sky Go.

Each month, up to ten films with subtitles are available on-demand in weekly rotation on Sky Anytime. On Sky Go, up to 20 films for the hearing impaired are provided at any one time.

During the night of the 12th to the 13th of December 2012, Sky Atlantic HD broadcast

“12.12.12 – The Concert for Sandy Relief”, a concert to benefit the victims of Hurricane Sandy. All households in Germany with a digital satellite or cable connection – even those without a Sky subscription – could receive the concert for free.

In mid-December 2012, Sky Deutschland and Warner Bros. donated €7,000 to the children’s fund of Sportjugend Schleswig-Holstein in order to make it possible for disad-vantaged children to take part in sports. The donation was the result of a joint charity action from Sky and Warner: All revenue from orders of the pay-per-view movie “Journey 2:

The Mysterious Island” went to the children’s fund, which the Sky Foundation established in cooperation with Sportjugend Schleswig-Holstein.

Sky worked together with ARD, LIGA total!, SPORT1 and ZDF on a TV broadcaster initiative against violence, discrimination and racism. Under the motto “100 percent of the game – 0 percent of the violence”, the Bundesliga channels joined together to produce a short film on the theme that has been airing on all participating channels since mid-January 2013.

The participating channels also regularly report on the topic in their programming.

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Minor protection

As a modern television provider, Sky relies on technical minor protection standards in connection with broadcast time regulation in order to support parents in media education.

Shows that are not suitable for children or young people are provided with blocking technology that disables the playback of video and sound from the channel. The show can be unlocked by entering a four-digit individual PIN code. Because it uses the blocking technology, Sky is legally allowed to show movies and series with an FSK 18 rating beginning at 8 PM, while content with an FSK 16 rating can be shown at any time.

Sky has also developed its own area for kids using its Sky Go service with over 100 selected shows. This allows children to watch their favourite shows on the iPad, iPhone, iPod Touch, Xbox 360 or online whenever they want, on-demand and commercial-free. The Sky Go Kids zone is a secure and closed environment in which parents can allow their children to discover the abundant content and explore the unique user interface without any risks or extra costs.

As a part of its commitment to minor protection, in 2012 Sky became a charter partner of the initiative “Online safety – minor protection on the internet”. The initiative brings the federal and state government together with the business community to create better minor protection standards to help parents in media education and to support them by creating a safe place for children to surf the internet. As a part of the partnership, the website sky.de was provided with age identification technology which is automatically recognised by the minor protection program in order to show or block individual websites according to the user’s age. In addition, with the cross-platform broadcasting of TV spots for the initiative, Sky is committed to the broad distribution of the campaign’s message.

Sponsoring and cooperations

In Schwerin and Munich, Sky’s corporate responsibility also manifests in the form of event cooperations.

At the start of May 2012, Sky supported the “Filmkunstfest Mecklenburg-Vorpommern”

film festival. As a part of the “Sky Lights” series, at the festival Sky presented an exclusive preview of the second season of the prize-winning series “Downton Abbey” as well as the German premiere of “On the Inside”, a political thriller from Uwe Janson and Oliver Czeslik, which is based on the true story of the massacre in Kivu, Congo in 2002. Sky also endowed the prize for the best dramatic performance.

In summer 2012, Sky sponsored the Munich Filmfest. As a part of the cooperation, Sky was involved with branding measures as well as ads and spots in the Filmfest Magazine, cinemas, the press and guest centres. The Sky cinema magazine “Kinopolis” filmed on location. In two shows, it presented the renowned festival guests as well as the diverse range of films and events.

In March 2012, Sky was a partner of the Munich “Krimifestival” (crime thriller festival). As a part of an exclusive preview screening on 25 March, Sky joined AXN, the action and entertainment channel from Sony Pictures Television, to broadcast the first episode of the Italian mafia series “Romanzo Criminale”.

Environmental protection

Efficient allocation of resources in all business activities

Sky places a great value on contributing to the protection of the environment.

In the planning and construction of Sky’s company headquarters in Unterföhring near Munich, special attention was shown to energy efficiency and environmental consciousness.

For example, Sky focuses on geothermal energy for temperature regulation, and thus generates no carbon dioxide emissions through fossil fuels such as oil or gas. The building is cooled through concrete core activation. Water that has cooled down in concrete during the night due to lower outside temperatures is circulated through pipes in the ceiling, contribut-ing to a pleasant room climate durcontribut-ing the day. In addition, the buildcontribut-ing is equipped with a heat-insulating composite façade as well as exterior blinds which significantly reduce the heat during the summer and support the existing passive cooling system.

Lighting throughout the entire building is connected to motion sensors, which significantly reduce energy consumption. The building is also equipped with a “green roof”, which positively affects the local climate. The Sky building is cleaned with biodegradable products.

Furthermore, employees are requested to use valuable resources such as paper sparingly and to carry out communication and business correspondence electronically whenever possible. Accordingly, after moving to the new, modern company headquarters, shared office devices were centralised. The new multifunction printers have a power-saver mode and brief warm-up times.

For the acquisition of new company cars, the company has set an upper limit on the emissions of eligible vehicles.

At the start of 2012, Sky introduced new receiver packaging with a practical inlay. In addition to practical manageability, it is also manufactured to provide greater environmen-tal benefit. As a result, 150 tons of waste paper, 2.8 million litres of water and 120 tons of CO2 are saved each year. In November 2012, Sky received the “Obal Roku” Award for the innovative receiver packaging, which also reduced material and transportation costs and enabled six-figure savings each year.

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Working with DHL, Sky uses carbon neutral shipping of receivers and letters. The CO2 emission calculation from DHL is carried out according to a certified process. Carbon management was verified and is evaluated each year by the independent certification company SGS.

“Green” partnerships

Sky also places value on sustainability and environmental consciousness when selecting business partners and service providers.

The receiver manufacturer PACE is a member of the EICC (Electronic Industry Citizenship Coalition), which has developed a code of conduct for improved working and environmen-tal conditions in electronics logistics services across the world. The receiver manufacturer HUMAX is certified ISO 9001 and ISO 14001 across the complete supply chain. For its CO₂ saving measures in the past year, Humax received the CO₂ Saver Certificate, which is given out annually by the ALBA Group.

The recycling of receiver packaging is carried out through “Dual System Deutschland (DSD)/Grüner Punkt”. DSD was founded by a group of companies that are active in the German grocery and packing industries. The disposal of receivers that are no longer in use, as well as empty batteries (such as those used in remote controls), is carried out by a certified disposal company.

Social commitment The Sky Foundation

Like no other German TV broadcaster, Sky stands for top quality sports coverage and high sports competency. Sky also embodies this extensive know-how and passion for sports in its commitment to social engagement. The Company established the Sky foundation in 2008 to promote a more active and healthy lifestyle among children and teens from all societal and cultural backgrounds, with and without physical disabilities. With the support of prominent athletes such as Franziska van Almsick, Amelie Kober, Matthias Sammer and Carl-Uwe Steeb, as well as notable scholars, the Sky Foundation promotes charitable sports projects that encourage boys and girls to get involved with athletic activities.

In 2012, the Sky Foundation added two new projects to its portfolio, thus making it possible for more children and young people to take part in sports programs.

Together with the Special Olympics of Germany, the Sky Foundation initiated a pilot project to promote sports activities for mentally disabled children and teens in selected special schools in Saxony. Through school competitions, more children and teens were encour-aged to learn a sport.

In cooperation with national youth sports organisations in Berlin and Schleswig-Holstein, the Sky Foundation established a children’s fund in both states with the goal of paying for individual fees associated with participating in sports that aren’t covered by the member-ship fees of clubs, giving all children access to different sports opportunities.

For years, the Sky Foundation has supported the projects “buntkicktgut”, “Clean Winners”

and “Kids auf Schwimmkurs” with funding. On the whole, the Sky Foundation committed more than €94,000 to these projects.

Charity auctions

Over the course of the year, Sky has held several charity events and auctions. In September, prominent figures from the worlds of sports, business and society came together for the annual Sky Business Golf Trophy in Kitzbühel, which raised funds for the Sky Foundation.

Together with Germany’s largest charity auction portal, United Charity, Sky also held several internet auctions, offering special experiences and collectors’ items, which were not available on the regular market. The highlights of the auctions included an opportunity to meet international football star Pelé, a visit to the Harald Schmidt Show along with a meet

& greet with the showmaster, the chance to come along in Team Sky’s car during a stage of the Tour de France and tickets for the 2013 MIRA Award, the meeting place of many film and television stars. Thanks to all the Sky charity auctions, events, donations and promo-tions, it was possible to raise a total of around €175,000 for the Sky Foundation in 2012.

Corporate Volunteering

Sky supported the 2012 Munich Special Olympics as a part of the Sky volunteering program

“helping hands”. A total of 34 Sky employees were on hand as corporate volunteers at the national summer games for mentally handicapped people. Over the course of several days, they supported in the organisation and implementation of the competitions.

Sky was also a partner in the Garmisch-Partenkirchen Special Olympics in January 2013, the national winter games for mentally handicapped people. As an official sponsor, Sky supported the competition with promotional measures. Forty Sky employees were on site to assist the athletes.

A reporting team covered both events for Sky Sport News HD, the 24 hour news channel of Sky.

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