[andy_m]

Sky reckon Atlantic drives a quarter of all their new subscribers. On the basis of Chad's post, that means you could argue that Atlantic is responsible for 25% of the majority of its revenue-potential advertising revenue from Virgin customers is an irrelevance. You can argue all you want about whether or not it's actually any good, about whether Virgin are being tight or whether Sky are playing fair, but the truth is available from the horses mouth. It provides them with more revenue than possibly any other part of their business, and no company would ever give that up lightly. It simply won't be coming to Sky's biggest competitor any time soon.