Sky News Runs Panel Recruitment Drive

In the UK, Sky News has re-launched its online research group - the Sky News Panel - with a new user web site supported by an online and TV recruitment campaign to attract new members.

The panel offers a platform for viewers to express their opinions on a range of issues that could directly affect them. It also provides Sky News with instant access to public opinion and enables the broadcaster to get closer to its audiences.

Developed in partnership with digital research specialist eDigitalResearch, the new site features improved navigation, more in-depth surveys, and a new feedback area where members can see the results of earlier surveys and quick polls.

'When panel members tell us what they think about topical issues, we can then use their input to contribute to our reporting across all our news platforms,' explained Sky News Associate Editor Simon Bucks. 'Ultimately it helps us understand what our viewers want to see, and what the important issues are to them.'

Web sites: http://news.sky.com/skynews and www.edigitalresearch.com .