http://community.virginmedia.com/t5/...1456254#M62150
Quote:
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As part of our Domestic Broadcast Security arrangements, a nine digit number may appear in the bottom left hand corner of screen for up to five minutes during live football broadcasts or sporting events. This is not related to your individual subscription and is generated automatically as part of the broadcast. It will not affect your viewing experience in any way
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Same happens on Sky as well