Branson is a very clever man and this is a mighty move by him. This takes him to a whole new ball park in the entertainment market, and puts him in a position to challenge Sky, Virgin mobile could never compete with Sky obviously but this will make him the second biggest mover and shaker behind Murdoch and knowing Branson and with his influence he won't be happy to be the second biggest.
Shame the benefits won't be reaped immediately, lets hope it starts with the football
