Originally Posted by TV Boy

The following is from Brand Republic

Sky urges Virgin Media to sign new deal.

BSkyB has challenged Virgin Media to sign a new deal to continue to carry its basic portfolio of channels across the cable network, which 'reflects the proposed new terms and considerable value of its basic channels'.

Sky said that without a new agreement, it is possible that Sky's basic channels could cease to be available to Virgin Media customers, which would be a major blow to the newly rebranded rival. The broadcaster has now begun to broadcast messages across its channels to urge cable viewers to encourage Virgin Media to reach a new agreement. Sky confirmed that "discussions are continuing between Sky and Virgin Media over a new agreement for distribution of Sky's basic channel portfolio to cable TV viewers". The broadcaster says it wants its channels to be available to cable television viewers and is offering more value to Virgin Media than ever before."