[SydneyHopper]

I don't think Virgin-media have a big war chest, as Branson is
only a titular head. Virgin media are still working with the
fiscal limitations of what was NTL. The only cash cow seems to
be the Mobile phone business, but that cannot drive Virgin alone.

Richard is aiming for value and technological innovation over
bidding wars. Which is why he has already stepped away
from football and first show options on some programs

Virgin Mobile became a success not through undercutting
rivals but by simplifying bills and promoting a distinct
Virgin way of doing things. He is doing exactly the
same for NTL. No bidding wars, just working out
the value in a product, and passing it on to
the consumer. He done it with Sky-sports
and he will do it with Sky movies.

It is the easy (not of the Stelios ilk) way of getting
brand loyalty and creating feel good factor. I mean,
if you can't find a way of cutting bills after the tenure-ship
of a monopolistic behemoth, then you're doing something wrong