wpunter:
I get the exact same service as in the OP but for £38 per month, a deal I hammered out with with them last year when I threatened to go to Sky. I won't vote cold as it's a reasonable deal I think to start with but you'd want to improve the deal once that contract ran out.
It doesn't have as many HD channels as Sky so if that's important to you it may be an issue but IMO Virgin offers far better services than Sky to make up for it. Their on demand service alone is worth choosing Virgin over Sky IMO. Customer services would be better if it were over here but they've always been good to me. I rang up last week for a new remote control (after I battered mine a bit too hard on the leg instead of just changing the batteries resulting in a remote in several bits :-S ) and they had one out to me in two days at no charge. Whenever there has ever been any kind of a fault with the service a quick call to customer services results in £10 off of the next bill.
A very good point wpunter, I switched from Sky earlier this year and I have been very impressed by V's On Demand and other services. As for HD, 4 more channels appeared last week, & I suspect that with free footie coming up, ESPN HD will rarely be off in my den!
