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European broadcaster Sky is reaching out to viewers with a twin upgrade announcement led by the launch of Netflix on Sky Q and bolstered by the introduction of the Sky VIP loyalty programme.

To raise awareness of both measures Brothers & Sisters have recruited actor Idris Elba, who will announce the arrival of Netflix on Sky Q in a multi-platform push spanning TV, OOH, radio and online running throughout the autumn.

Demonstrating the ease of navigating between the US streaming provider and the UK satellite broadcaster Elba has been digitally inserted into some hits shows from both providers such as The Crown and Game of Thrones.

Elba will also appear alongside the likes of Emilia Fox, Freddy Flintoff, Jamie Redknapp and Sue Perkins to reward Sky’s most loyal customers in person with a variety of gifts including custom Sky Q deals and film premiere invites.

The top prize will see one thirsty customer have their thirst quenched by Elba who will brew a cuppa in person as a token of gratitude.

Aaron Willmer, executive creative director at Brothers and Sisters commented: “Now that Netflix is on Sky, it’s frankly a TV lover’s dream. We had a lot of fun getting Idris to teleport seamlessly from a Sky show to a Netflix show and back again. Hopefully people enjoy watching it and marvel at the possibility of having both amazing content worlds at their fingertips.”

The activity follows a decision by Rupert Murdoch to sell his 39% stake in the business to Comcast for £11.6bn.