BSkyB back on Virgin?

Despite suffering at the hands of Virgin over its ITV ownership appeal, it seems Sky channels might be back on Virgin cable next year. According to advertising trade press, during presentations to certain media agencies at the start of the TV trading season Sky Media said it is hopeful of a deal that will see the channels return to the Virgin platform in the early part of 2009. According to a TV agency source: "We know it’s not a done deal yet, but Sky must be hopeful that a resolution is near for the new year – otherwise it wouldn’t be bringing it up with agencies at the start of trading."Another TV agency added: "It’s definitely part of Sky Media’s sales patter this year. It will argue that agencies can’t cut their share with Sky Media, because it is expecting its impacts to go up when a deal is struck."A Sky spokesperson said: "We remain keen to agree a carriage deal with Virgin Media but it needs to be a fair price that reflects our investment in the channels."

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