[jfman]

It’s not obvious at all.

Given that UKTV will be arguing over pennies per subscriber per month if ITV proposed adverse terms Virgin would have been better dealing with UKTV and kicking the can down the road again over ITV.

The fact there is a deal with ITV so quick makes it more likely it’s on terms the parties were close to anyway. It’d have been in ITVs interest to drag it out, arguing their content is more compelling than ever on the platform.