Setanta in final seconds of extra time?

News International Media Supremo Rupert Murdoch is on record as believing in the importance of Sport for Pay TV but the idea that you just bid and bid to capture sports rights is not the way to run a lesser bouquet of sports channels.

Setanta the other sports pay tv operator on the UK dominant multi-channel platform is looking in danger of finding itself on the 'subs' bench (and we don't mean subscribers).

In time Sky might regret what they've done to their upstart competitor which now looks like it might have to throw in the towel- it seems hard to believe that OFCOM or the competition commission will be able to continue to ignore the elephant that's in so many viewers front rooms for too much longer.

So expect BT and Virgin to up their sideline whingeing and some sensible changes to be unveiled.