[grabbi]

I think thats what many were hoping for when they originally put their name forward for ITV, albeit to help the relationship with Sky, not to make it worse.

Now, if Virgin took the shares, which is very risky, given that ITV just lost Sky £400m, they could, in essence "Blackmail" Sky for CERTAIN things, whereas actual distribution of the channel remains in place because its a Publicly Advertised Company or something like that... Basically, ITV HAS to go to Sky customers, just like Sky Sports has to come to us (even if it is for a fixed price.)