Customer tug of war between Murdoch and Branson as Virgin Media undercut the cost of Sky Sports

Steve Weller, Head of Communications Services at independent price comparison and switching service uSwitch.com, comments:

"It's a great moment for sport fans when the UK's two biggest digital TV companies go head to head in a public spat for their custom.

Prices for premium sports channels are plummeting, with the new Virgin Media offer a clear GBP70 cheaper than the equivalent Sky offering on Sky Sports 1, 2, 3 and Xtra.

However it's still not clear who is going to win.

"Sky has enjoyed dominance in the TV sports arena for too long - or so Branson believes - and he is certainly giving Murdoch a run for his money in his attempt to draw customers into his underground world of cable.andnbsp; However, it could be a case of 'He who laughs last laughs the longest,' as Sky may deal the final blow if it pulls key channels such as Sky One and Sky Sports News from the homes of the 10 million Virgin Media customers.

We warn customers to proceed with caution - this deal offers excellent value for money but the content negotiations are far from over." For more information visit uSwitch.com or call Freephone 0800 093 06 07.

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