It’s fair to say Sky News have embraced the blogosphere and new media more generally in a way other channels have yet to manage. From Boulton & Co to Sky.com/News it’s quite clear that Sky see the potential for new media to compliment and develop traditional media.

Most impressive though is the interest Sky shows in building relationships with the wider blogosphere. And that doesn’t just mean trading links and sharing content; for example, I just received the following video in my inbox:

Contrary to what many on the blogosphere might think, new media and the mainstream media are far from being enemies.