Virgin Media thought to be far from Sky Atlantic deal
Virgin Media customers are reportedly unlikely to get access to Sky Atlantic any time soon.
The digital TV channel, which launched on February 1st 2011 and features hit US shows such as Boardwalk Empire and Treme, is currently only available to Sky subscribers.
Neil Berkett, chief executive of Virgin Media, has described Sky Atlantic as a "great product", but the cable company still believes Sky is demanding an "unrealistic" price to allow it to add the station to its electronic programme guide, reports Digital Spy.
As well as the issue of cost, it is believed that the satellite broadcaster is keen to keep its exclusivity over the channel in a bid to attract and retain customers.
A spokesman from Virgin Media commented: "We are always talking to lots of different companies - including Sky - about what extra content we can bring to our customers."
Sky Atlantic is the exclusive UK home of content from HBO after the pay TV giant secured output deals with the US network.
Other shows to feature on the channel include Mad Men, Blue Bloods and The Borgias.