But there needs to be more to Sky News than breaking news and a lashy strap

To help to deli er more original journalism we' e gi en our specialist correspondents dedicated producers. They'll ocus on the en ironment, security, terror and immigration, areas that in the coming years are at the epicentre o Britain's news. We will put an e en greater emphasis on the pursuit o original journalism and programming: put simply in a sentence, this means gi ing iewers in ormation they didn't know be orehand, hearing opinions they ha en't heard be ore, and putting questions to people whose answers will make news.The best o our journalistic enterprise and ambition will be spread across all our plat orms including i e News which Sky produces. Our promise is to be irst with breaking news and we stri e to keep that promise. But there needs to be more to Sky News than breaking news and a lashy strap.

The dri ing orce, the dynamo, is in ormation-rich, hard news and argument presented in an inno ati e way. We were se en long minutes ahead o BBC News 24 to report the plan to blow up passenger aircra t in mid- light o er the Atlantic, and ollowed it up quickly with the sharp analysis o our crime correspondent, Martin Brunt.As head o Sky News, I want to enhance our reputation or o ering world-class breaking news; to build on Sky News' reputation as an on-demand new media organisation, and to de elop our exceptional talent on screen and o it. People need to iew Sky News as a brand that o ers dynamic news content on tele ision, radio and internet across a ariety o plat orms, howe er and where er they want it.A brand is a promise. or example, our co erage o the alleged terror plot demonstrated the speed o our co erage.

Tele ision journalists can take the best o what print journalists ha e traditionally done - using space to pro ide analysis and context - and do it aster. And the ad ertising can be tailored and targeted to make money out o the audience.Sky News customers know that we are only a heartbeat away rom breaking news. The growth in broadband access, with its high-speed web connection and its interacti ity, makes it an ideal plat orm or tele ision news. News consumers can now access the most startling mo ing news pictures gathered rom around the world, put into context and explained by a team o experienced pro essionals Newspapers can't achie e that But we can.