I guess that would be why BSB was haemorrhaging cash at such a rate - they needed more subscriptions, and more quickly, than Sky, just to keep level. It all brings back memories of a Clive James gag ("BSB, a company losing £10 million a year, and Sky, a company losing £5 million a year, are to merge and form a company losing £15 million a year") and who could forget the comedy gold that was KYTV ....
http://www.youtube.com/watch?v=OWtPEXfQki0