Advertisements Its not so much that, its the fact that aside form Sky, Virgin was really the only option for a new partnership that was ever going to be on the table (as a pay-tv service was always going to be absolutely necessary, ruling out FreeView). Unfortunately, neglecting to cover one's bases with a country like ours where-by the cable infrastructure is pretty much static as it stands (and has stood still for over a decade) is a little naive. In the USA, all new building developments have cable run is as a standard service along with the sewers, water & electricity etc. These developments often also consist of hundreds of homes at a time. Thats not how we roll in the UK, extending the cable infrastructure on this island is cost prohibitive in the main and explains the last decade of non-expansion.