OK, I’ll admit this first – I’m not a Virgin/NTL customer: I’ve got Sky+ and I’m reasonably OK with it (in the context of televisual services which are encoded at a horrendously low bitrate that sometimes you think you might be watching a Real stream online).

However, reading the various reports that Sky have dropped Virgin’s feed for Sky 1, Sky News, etc. I can’t help thinking that this is degenerating into playground insults; not on the side of Sky but by Virgin, renaming channels and accusing Sky publicly of taking their ball home.

For example, I’d have had more respect for Virgin if they hadn’t renamed one of the channels to “Sky Snooze” – more about that on DigitalSpy.

Bloody silly, really.