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Didn't Virgin used to insert their own adverts over the "Anti-Virgin Media" adverts that were running on Sky One, etc before we lost them? Or the other way round?
It would be very difficult for them to do that. They'd have to have someone watching the channel all the time ready to press a button as I don't think Sky whould have given them the timings of when the ads were going to be shown
Sky ran some 'Do you know these channels are going' on Sky One, Sky News etc just before the broadcast agreement ran out. They then put similar ads on Sky Sport and Sky Movies
But as they run they channel it was a lot easier for them to do