Great tactical move by Comcast to go for Sky.
@quinnmac000
Sky and ITV are similar in strength in the UK, but Sky's assets in mainland Europe are why it's so much more attractive than ITV.
Sky has full content production and delivery in Germany, Italy, and Austria, on a combined scale that nearly matches its UK production and delivery.
That's why Comcast wants Sky instead of ITV.
Also as others have said, Sky's technology in terms of OTT is far ahead of ITV.