In regards to the above advertising campaign running by SKY, I don't believe we at Virgin will be seeing this channel in either SD or HD anytime soon.
When SKY advertise they never mention the SD version of a channel, only the HD version, even though the programmes they are showing will appear on both the SD and HD version of the channel.
See the below examples.
In the SKY Atlantic advert, when SKY mention the channel is free and exclusive to all SKY TV customers I firmly believe they mean both HD and SD just like in all of their other adverts.
Until Virgin confirm there has been a deal done, I'm not convinced. I'm sure Virgin want the channel, but do SKY want to give it?