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"£5.35 for a year's Sky line rental and broadband"
Even without the voucher Sky are losing money on that. It's a loss leader to try and sell their TV product. VM don't have that luxury and, in any event, I've no idea why someone who would be content with a service that averages ~10Mb would use Virgin Media unless for triple play, in which case no price hike.
There's very little money in going for that market without upselling other products. Cable is too CapEx intensive.
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