BSkyB's performance was ahead of analysts' expectations
BSkyB has announced that it will create 1,000 new jobs after reporting strong half-year results.
The broadcaster reported a 6% increase in revenue to £2.6bn ($3.7bn) in the second half of 2008. Operating profits were 31% higher at £385m.
Sky also said it had seen 171,000 new customers sign up between October and December last year.
The new jobs come as Sky prepares for further increased demand and attempts to boost take up of its HD service.
The new positions are expected to be in customer service and installation.
Sky also revealed plans to reduce the cost of its Sky+ HD set top box to £49 from about £150.
"We enter 2009 in a very strong position," BSkyB's chief executive Jeremy Darroch said.
The strong set of results beat analysts' forecasts, said Richard Hunter, head of UK equities at Hargreaves Lansdown Stockbrokers.
"The increasing propensity of consumers in the current environment to be entertained at home is playing directly into Sky's hands," he commented.
Shares in BSkyB were up by more than 9% in morning trade.
The group's announcement on jobs came on the same day that supermarket Asda said that it would create 7,000 new jobs.