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Originally Posted by 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.
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Do you really think that VM could have afforded to let the ITV channels go from from the service at this particular time?
Why on Earth would ITV have wanted to drag it out, it had been dragged out for 18 months already. The argument that their content was more compelling than ever is surely a reason to encourage VM to play ball and it obviously worked.