Now it seems that Sky have got a couple of things right one being taking the decision to be above the premium call fiasco by opting out of such services, I recall hearing Richard Woolfe (Sky One controller) talking about the pitfalls on BBC radio 4's moneybox. The other thing is putting pressure on Virgin Media's Call centre -which seems suspiciously like NTL/Telewest's call centre- not sure if the failure to agree on Sky's channels was designed to do this but it's one of the outcomes.
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