Leading internet service provider (ISP) Virgin Media will start offering cheaper access to premium Sky TV content from July 1st, boosting the appeal of its broadband TV bundles.
The ISP says it will "pass on big savings to customers" by making Sky Sports and Sky Movies packages available for just £13.50 a month extra over its digital TV platform.
According to Virgin Media, subscribers will be able to save up to £108 per year when the new pricing structure comes into effect.
For Premier League football and Test cricket fans, the Sky Sports Collection - comprising of Sky Sports 1, 2, 3 and 4 – can now be accessed for just £20.50 per month.
"It's never been a better time to be a Virgin Media customer," the ISP stated.
Earlier this year, media regulator Ofcom ruled that Sky must allow rival subscription TV providers to offer premium sports and films at a reduced price, a decision which is being challenged by the satellite broadcaster.