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Any broadcaster who loses almost 33% of their audience in just one month, on their most expensive import, ought to be very, very worried.
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Should this not work both ways, however? I mean, If there was such a significant proportion of people watching Sky One, unlike what Virgin Media wanted to claim, then isn't that a problem for Virgin as well rejecting the channel claiming it wasn't worth the money and that they were rejecting the channel for the customers?