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However in the real world sky is very proud that it has so much red button content and blocks at every chance Virgins access to it. Sky sports is 1 example.
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I'm sure interactive content is a matter just like HD content and VOD content, VM would have to pay extra money for it, and just like when they turned down the Sky channels (+some HD content, + some VOD content) they don't believe that the amount being asked for is worthwhile.
If you can get away without offering extra things and still make a lot of money and have to pay less, that's probably what Virgin will do (and have done), unless there is an overly significant demand (e.g. If HD becomes more popular, they may start seeking out more HD).