You've got to hand it to them. Just as Virgin are floundering, Sky are innovating. Their proposed 3D service is probably nothing more than a gimmick. But gimmicks make a difference in the highly competitive world of TV.

Virgin have failed to sell the VoD concept to their clients - their one major USP over Sky. So now Sky are coming back with something much more frivolous and will, inevitably, win the day... TV is a business where style wins over substance any day...