British Sky Broadcasting (Sky) intends to work with social media provider Pluck on embedding social media tools across the company's digital properties. Sky intends to boost audience interactivity by incorporating social networking features, MarketWatch reported.

"With over 1 billion monthly page impressions and many millions of unique visitors, the Sky portal needed a social media platform that could support the high-volume needs of our growing network," said Andy Jonesco, Managing Director of BSkyB, the Online Business Unit.

Sky News will be the first Sky property to launch such tools, including blogs, discussion boards user comments and a citizen journalism section. Other Sky properties such as Sky.com, Sky Entertainment and Sky Motoring would follow suite, MarketWatch reported.

Users will be able to use a single profile to access the various Sky Web sites, allowing for better integration.