Virgin Media seem slightly puzzled as to why they've failed to put on subscribers in the same way as Sky in the last year. It's easy. People with money have bought HD tvs. Virgin only offers one channel in that quality - and that's the one from the BBC. By the end of the year, it should have another, when ITV1 HD comes along - but by then, both of those offers will be available on Freeview.
Sky, meanwhile, offers a range of HD, across Sports, Arts and Movies. The long-term strategy for Virgin is to widen the pipe and make fast on-demand access its selling point, but it's not coming fast enough for most new customers with HD on their mind.
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