"Virgin is no closer to securing a deal to air Sky Atlantic on its service. It is not a must have and it is not a must not have," he said. "It is not something sitting on our immediate priority board."Well, I know three people who have now quit VM for Sky just for Atlantic. I think, like HD before, Virgin's management are underestimating the value of premium content - let's hope they act on this one a bit quicker than they did with high definition. And Sky's hand in any negotiations over the channel will be strenthened by the strong viewing figures for shows like Game of Thrones.
Personally, I would much prefer them to put money into securing the channel rather than 3D movie deals for video on demand or even faster broadband speeds.