Thats what Sky Wanted, they wanted something like 38 million or something, divide that by the number of NTL subscribers and you get around 90pence.
http://news.sky.com/skynews/article/...253715,00.html
It even says that Sky allowed Virgin to markert the channels directly.
Seems like a good idea to let customers choose
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I understand Sky is launching its own Freeview style box with Sky One and all the other Basic Sky channels on it