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Originally Posted by OLD BOY
The BT deal is already done, so Sky Atlantic is no longer a USP for Sky.
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As I've pointed out before the BT deal is Sky retailing Now TV through BT. Something they offered to do with Virgin during the original Sky Basics dispute but Virgin don't want other companies retailing their products on the VM network. BT also made the concession of allowing Sky to retail BT Sport channels on the Sky platform which has taken the sting out of sports rights auctions for both providers.
I'm unsure Virgin are able to offer anything similar, although I'd be happy to be proven wrong as a Virgin subscriber who subscribes to Now TV.
If Virgin were going to get Sky Atlantic as part of the new deal I'd imagine they would want it sooner rather than later, with Game of Thrones final season due to start and all of the previous series available on demand until the middle of May.
Interestingly, Sky will have an idea how many Virgin subscribers take Now TV from the IP addresses and how much revenue they could lose on that side of the equation which could push up the wholesale price.