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Sky One accounts for many of the most watched programmes on the cable service.
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Editorial licence, they don't appear to back this claim with any respected research.
As has already been pointed out, its a battle of words at the moment, but the noises coming from VM would suggest that they mean to take the fight for content to the wire.
If they can up the anti also against Sky's not so glittering move into Broadband, VM will have done themselves proud in pulling their former company out of the quicksand of poor customer service and choice, and onto the firm ground of customer excellence, as is expected of a Virgin branded company.
Like it or not Gavin, Sky have made MUCH more noise about their offerings since RB and Virgin came into the fray.
I've been in full time employment for as long as you have been alive, and if I have learned one thing, its never, EVER underestimate your competitors. That is money in the bank advice.