Sky Sports shut down its new channel three days after its launch.
Emma Paton’s employer Sky Sports failed miserably in the launch of its new Tiktok channel. PDO
British sports channel Sky Sports has ended its women’s Halo-Tiktok channel just three days after its launch.
– Halo was supposed to be a new channel for young female fans alongside our existing channels, Sky Sports says.
The media giant got a headache already in the launch phase, when it announced that Halo was the new “little sister” to its other channels. It didn’t sound very egalitarian.
The content of the Tiktok channel was also considered sexist, embarrassing and degrading to women.
The channel was full of pink texts, heart emojis, matcha latte references, Labubu toys and “hot girl walks” updates. They didn’t sink in with the women.
– We didn’t succeed. We are therefore ceasing all activity on this account, Sky Sports announced.
Some also wondered that five of the first 11 videos of the Halo channel dealt with male athletes, even though the channel was supposed to specifically promote women’s sports.
Source: The Athletic