[Ignitionnet]

The market is more competitive and more and more people are interested less and less in linear TV.

VM have broadband to rely on, Sky however do not so have no choice but to throw money at their TV product.

The alternatives are to build their own network or bum more control over BT's from Ofcom. They're definitely doing their utmost on the second one and have made noises about the first but don't really have the dollars to do so.