While Virgin was understandably miffed when Sky upped the asking price for its channels at the last minute (causing the loss of Sky One & Sky Sports News amongst others) the cable provider certainly hasn't sat around moping.
Instead it has now announced a partnership with wannabe Sky Sports rival Setanta to licence its premium rate channels for free to V+ subscribers as well as plans to co-develop a dedicated sports channel.
This is an interesting, and extremely clever, move by Virgin since both companies have an axe to grind with market leader Sky and Setanta was the other winner big winner of the recent Premiership viewing rights bids picking up 46 exclusive live matches as well as Championship, League 1, League 2 and Scottish Premier League matches.
As for the impending sports news channel the two broadcasters claim it will offer the same braking news, star interviews and analysis that has made Sky Sports News such a hit with bookies, students and the unemployed.
Many have been writing off Virgin's chances of providing a decent alternative to Rupert Murdoch's media empire, but continued lateral thinking like this and it might just stand a chance...