FORM 6-K

                       SECURITIES AND EXCHANGE COMMISSION

                             Washington, D.C. 20549

                            Report of Foreign Issuer



                    Pursuant to Rule 13a - 16 or 15d - 16 of

                      the Securities Exchange Act of 1934



                           For the month of June 2004
                                 09 June 2004



                       BRITISH SKY BROADCASTING GROUP PLC
                              (Name of Registrant)



                Grant Way, Isleworth, Middlesex, TW7 5QD England
                    (Address of principal executive offices)



Indicate by check mark whether the registrant  files or will file annual reports
under cover of Form 20-F or Form 40-F


                    Form 20-F X            Form 40-F



Indicate by check mark whether the  registrant  by  furnishing  the  information
contained  in this  Form is  also  thereby  furnishing  the  information  to the
Commission pursuant to Rule 12g3-2(b) under the Securities Exchange Act of 1934


                    Yes                    No X



If "Yes" is marked, indicate below the file number assigned to the registrant in
connection with Rule 12g3-2(b): Not Applicable



                                 EXHIBIT INDEX


                                    Exhibit

EXHIBIT NO.1    Press release of British Sky  Broadcasting  Group plc
                announcing 'New Initiatives'  released on
                09 June 2004






                                                                   9 June 2004

      BSkyB announces Free-To-Air and High Definition Television initiatives

British Sky Broadcasting (BSkyB) today announced plans to drive sustained demand
for digital satellite  television through separate initiatives that will address
the premium  pay-TV and  free-to-air  (FTA)  audiences.  Speaking at an investor
conference in London,  James Murdoch,  Chief  Executive of BSkyB,  said that the
Company would introduce a new FTA satellite  proposition later this year and had
begun developing a premium package of services in the High Definition Television
(HDTV) format for launch in 2006.

Free-To-Air Satellite

Later this year,  BSkyB will  introduce  a FTA  satellite  proposition  offering
access to almost 200  television  and radio  channels and  interactive  services
which are available without a monthly  subscription fee.  Consumers will be able
to purchase a package of reception equipment (including a Sky digibox,  minidish
and initial  viewing  card)  direct from BSkyB for a one-off  cost of  GBP150.00
including standard professional installation.

There is no  obligation  to  subscribe  to a pay-TV  service  and FTA  satellite
viewers pay no monthly fee.  However,  the FTA satellite  proposition  offers an
easy upgrade path for viewers who choose subsequently to add a pay-TV service to
their viewing  options.  There is no requirement  for  additional  equipment and
viewing cards can be enabled remotely for the reception of pay-TV services.

It is  anticipated  that the new FTA  satellite  proposition  will  support  the
Government's  proposed  switchover to digital-only  broadcasting by providing an
additional  subscription-free  option for viewers  not  currently  attracted  to
pay-TV.  In particular,  FTA satellite will provide an accessible and attractive
means of 'going  digital'  for the 27 per  cent(1)  of UK  households  which are
currently  unable to receive  the full range of digital  terrestrial  television
services and for the  additional  number of  households  which require an aerial
upgrade in order to receive digital terrestrial services.

The extensive  line-up of channels  available to FTA digital  satellite  viewers
includes  the BBC's  portfolio  of digital  television  and radio  services  and
digital versions of the five analogue terrestrial television channels, including
all  national  and  regional  variants  of BBC One and BBC  Two.  Access  to the
encrypted  signals of ITV1,  Channel 4 and five will be available as a result of
the  provision  of a digital  satellite  viewing  card,  which will also  enable
automatic reception of the relevant variant of regionalised FTA channels.

All FTA  satellite  viewers  enjoy  access  to  Sky's  comprehensive  electronic
programme guide (EPG) featuring seven-day listings of forthcoming  programmes on
all channels. In addition to a wide choice of FTA television and radio channels,
interactive  services such as Sky Active, BBCi, ITVi and Channel 4's Big Brother
Interactive  are  available  to digital  satellite  viewers  without any monthly
subscription  fee. All Sky digiboxes  contain an integrated  modem and therefore
are capable of accessing online services  including  e-mail,  SMS text messaging
and public service information from Directgov.

High Definition Television

In a separate  initiative,  BSkyB will again  demonstrate its commitment to lead
innovation in digital  television  with the  development of a premium package of
channels  in  the  High  Definition  Television  (HDTV)  format.  Following  the
successful launch by BSkyB of the UK's first digital television  service,  first
interactive television service and first integrated Digital Video Recorder Sky+,
the proposed introduction of HDTV to the digital satellite platform in 2006 will
ensure that Sky customers continue to benefit from the most advanced  television
services available.

HDTV, delivering substantially superior picture quality than standard-definition
television,  is the  preferred  format  for a growing  number  of US  television
productions  in genres  including  sport,  drama,  entertainment  and news.  Its
introduction  to the UK is expected to  strengthen  further the  differentiation
between digital  satellite and other  television  platforms and to appeal to the
increasing  number of consumers who seek to enhance  their  in-home  audiovisual
experience  with equipment such as wide-screen  televisions,  plasma screens and
home cinema systems.

The premium service will launch in 2006 with both a set of dedicated HD channels
and access to selected events produced in HD format.  Further details of BSkyB's
proposed  technology and  programming  offering in HDTV will be announced in due
course.  In addition  to the  package of  channels  to be offered by Sky,  other
broadcasters  on the  digital  satellite  platform  will  also  be  able to take
advantage of its HDTV  capabilities  to provide an enhanced  experience to their
viewers.

James Murdoch, Chief Executive of BSkyB, commented:

"These  initiatives are another step in giving  consumers a choice from Sky that
suits their  needs at the top and lower ends of the scale.  They will help drive
even  greater  take-up of digital  TV  services  and enable Sky to enjoy a close
relationship with even more customers."


                                    - ends -

A PDF file of the BSkyB  presentation to today's  conference is available on the
company's website at www.sky.com/corporate.

Further information:

Press:

Julian Eccles          Tel:          020 7705 3267
Robert Fraser          Tel:          020 7705 3036

E-mail: corporate.communications@bskyb.com

Analysts/Investors:

Neil Chugani           Tel:           020 7705 3837
Andrew Griffith        Tel:           020 7705 3118

E-mail: investor-relations@bskyb.com


Notes for Editors

1) About BSkyB

BSkyB is the operator of the leading multichannel  television platform in the UK
and Ireland.  More than 18 million  viewers in 7.3 million  households  enjoy an
unprecedented  choice of movies,  news,  entertainment  and sports  channels and
interactive services on Sky digital, the UK and Ireland's first and most popular
digital  television  platform.  BSkyB's  channels are available in a further 6.6
million cable and digital terrestrial  households.  For more information,  visit
www.sky.com/corporate.

2) Free-to-air services available in the UK

                       Digital Satellite TV     Digital Terrestrial TV
                                                (Source: www.freeview.co.uk)

Television channels         115*                              26**
Radio channels               81                               21**
Interactive services         13***                             3***

* In addition,  digital  satellite  viewers can access all regional and national
variations of BBC1 and BBC2.

** Alternative regional services may be available in some areas.

*** Includes only 24/7 interactive services.


------------------------
(1) Source: Ofcom, Driving Digital Switchover, 5 April 2004.


                                   SIGNATURES



Pursuant  to the  requirements  of the  Securities  Exchange  Act of  1934,  the
registrant  has duly  caused  this  report  to be  signed  on its  behalf by the
undersigned, thereunto duly authorized.


                                         BRITISH SKY BROADCASTING GROUP PLC


Date: 09 June 2004                           By: /s/ Dave Gormley
                                             Dave Gormley
                                             Company Secretary