[MalteseFalcon]

@Arthur, Virgin probably don't pay the SKY prices because they would have to pass it on to Virgin customers. So those customer of Virgin who don't want Atlantic, or who won't be able to get it on their current package won't want to pay the new price.

Of course, that's not to say that those who want Atlantic wouldn't be willing to have their monthly price go up. Would you be willing to pay an extra £4 a month (just a random figure plucked out of the air) for Atlantic? I wouldn't because I wouldn't watch anything, if I did at most 1 programme a week, so the extra £4 a month due to a channel I don't want would make me moan about the increase. Same for a lot of people I would imagine.