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Virgin have backed themselves into a corner with the advertising about free hd.
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I totally agree. I would understand if their advertising campaign was 2 years ago, but it only launched in May. It's far too soon after boasting about free HD to start charging for content. Sure Virgin didn't say HD will be free forever, but they didn't state they would start charing us either.
Amazing HD TV for no extra monthly fee was only 11 weeks ago. People aren't going to be happy.
If £7.00 is true, this is going to be terrible PR for Virgin.