Digitalisation does not have to mean the death of the high street, says BskyB finance boss Andrew Griffith.

Griffith, chief financial officer at the broadcaster, said: “Much like the death of the high street, the death of traditional television has been overstated. People watch more television now than they ever did. ”

Griffith told retailers at The Cloud Retail Week Conference that the broadcaster offered customers new ways to consumer its product to capitalise on consumers moving online.

The broadcaster has launched Sky Go allowing customers to watch its service online and via mobile devices.

BskyB said digitalisation has also changed the way it sells its products. Online has become the broadcaster’s largest sales channel and it is increasingly using social media for customer services.