[Chrysalis]

to make this even more interesting I remember reading somewhere sky sports itself needs subsidising from basic subscriptions.

to clarify what I mean is the recent rises on the basic mix on sky tv is to compensate sky for people cancelling sky sports as subscriber numbers are falling. This also has the affect of reducing the gap between sky's normal mix prices and with sky sports added on. So there is a cross subsidy going on there. It may explain why the wholesale prices dont seem favourable.