BSkyB goes stately-of-the-art

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BSkyB is putting its brand firmly in "middle England" with a £1m sponsorship deal for the National Trust. Analysts said the move showed the pay-TV group's determination to reach out to new audiences, including older members of the population who typically belonged to the National Trust. BSkyB, which also sponsors the English National Opera, will feature some of the NT's properties, including Powis Castle in Wales, pictured, in a series due to be broadcast this year. The NT owns stately homes across the UK, and 700 miles of coastline.

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