[andy_m]

Snapping up content left, right and centre? Or shooting the moon with a couple of high profile sports packages for a hell of a lot more money than Virgin have?

Lets be clear, this isn't about Virgin sitting on piles of cash, they simply aren't in a position to pay the sort of money that Bt have on sports rights or Sky have on producing new comedy and drama, and Living, Livingit and Challenge would never be enough leverage for Sky hd, red button services, Atlantic and billions of pounds worth of sports rights, plus futureproofing against new channel launches. They wouldn't be worth that now, let alone when Virgin owned them, and they're better now than they ever were then.