Sky has grown its operating profits for the six months to 31 December to £520m as 24% of its subscribers now take a bundle of broadband, TV and phone services.

The 26% increase in profit compared with the same period last year is reflected in the increased revenues generated from £2.7bn to £3.18bn in the second half of last year.

Sky added 140,000 new customers over the period, taking its installed base to 10 million, with each paying an average of £541 per year up from £492 in 2009.

The broadcaster also underlined its commitment to content via the 1 February launch of new channel Sky Atlantic and rebrand of Living as Sky Living.

The number of HD subscribers rose by 343,000 to 3.5m.

Sky is also preparing to roll out Sky Anywhere later this year, a service which will combine access to existing multiplatform services Sky Player and Sky Mobile TV to offer access to its content across a range of devices.

It follows the acquisition of public wifi operator The Cloud, which Sky has bought to gain ownership of its 5000 wifi locations.

Sky’s advertising revenue grew 40% to £236m boosted by the acquisition of Living TV, while it spent £613m on marketing during the six month period, up from £538m the previous year.

Jeremy Darroch, chief executive of Sky said new services such as Sky Atlantic and Anywhere would bring more value to existing subscribers.

“We intend to maintain our consistent strategy of pursuing both growth and returns, by balancing sensible investment with a strong emphasis on operational efficiency,” he said. “In this context, we will focus on giving even more value and better service to customers in 2011.”