Sky Sports live coverage of Premiership games has recently included a rather obtrusive multi digit number in the bottom left of the screen. This started at the end of last year and is apparently an initiative by Sky to clamp down on personal Sky Sports subs being used in commercial premises (mainly pubs I guess). (It's not just on Virgin Media - it's the same for Sky subscribers, albeit in a difference position on the screen.)
I found it annoying but noticed at the weekend that the number disappears if you pause a match and then restart it with a second or two's delay. Much better.