The recent proclamations made by Virgin Media sees a cut in the subscription rates of premium Sky channels for the customers of its cable TV service.

The offer includes a subsidized rate offering for all to access the Sky's sports and movie channels for all its users.

The price change will be in effect from 1 July and permits all subscribers of Virgin's M+, L or XL TV packages to add or maintain one Sky Sports channel (Sky Sports 1 or 2) or one Sky Movies channel for £13.50 per month which adds to the savings of up to £9 per month.

At the same time the company is offering the entire catalogue of Sky Sports channels to its subscribers for £20.50 per month, resulting in yearly savings of £42 which according to the experts is a fair deal.

A report from Digital TV states that the operator is offering Sky Movies 1 and 2, plus Sky Movies Premiere, Sky Movies Premiere +1, Sky Movies Showcase and Disney Cinemagic for only £19.50, allowing yearly savings of £84 which again is a lucrative offering all aiming at increasing the subscriber base.