BSkyB has joined Capital Radio by becoming one of the new media owner members of the Incorporated Society of British Advertisers (ISBA).
The satellite broadcaster, which spends around pounds 60m a year on advertising, has become the second media owner to join ISBA since the organisation threw open its doors to these businesses in October.
Membership of ISBA will give BSkyB access to ISBA's wide-ranging membership services. It will also have access to ISBA's action groups on radio, press, cinema and outdoor and new media. However, it will not be allowed to sit on the TV Action Group.
ISBA decided in October to allow dedicated media owning companies to become members, to reflect changes in the industry, which have seen the distinction between media owners and advertisers become increasingly blurred.
ISBA director-general Malcolm Earnshaw commented: 'We fully welcome BSkyB into membership. The membership of such a significant broadcast media owner illustrates just how far ISBA has come in terms of its level of representation and breadth of membership over the past five to ten years.'