Virgin Media, one of UK's biggest cable services providers, has announced plans to offer BSkyB's live Premier League Football broadcast for cheaper, provided that Britain's telecommunications regulator and competition authority Ofcom asks Sky to sell its channels to rivals at a lower price.
BSkyB or British Sky Broadcasting, which is one UK's biggest pay-TV providers, owns the Sky Digital, digital TV subscription service which offers high-quality TV contents and owns several news and sports channel. The company holds the broadcasting rights to almost all the major sporting events.
Ofcom is currently conducting a probe into Britain's pay-TV market and had earlier indicated that it might take measures against the dominant position enjoyed by BSkyB in order to ensure a fair level of competition.
The Chief Executive Officer of Virgin Media, Neil Berkett, announcing the plans which will be taken by the company in the future, also revealed that the company had surpassed all its expected targets, thanks to the increased sales during Christmas.
The CEO also added that with an extra 40,600 broadband, phone and TV customers, Virgin Media saw its revenues rise by 3.3 per cent to £980m between October and December.