John Fellet bought 19,800 shares for $98,604, or $4.98 a share, on the market on June 21.
The extra detail highlights a clear change in direction for the merged group with a move from satellite delivery to an IP-enabled set-top box, using Vodafone capability. With special feature audio.
Soccer fans will get a choice of two broadcast channels on Sky, or an online service operated by Al Jazeera's beIN Sports. Neither will generate a lick of cash for SkyTV.