ITV is set to follow UKTV, the company responsible for the Dave and Yesterday channels that last week abandoned Virgin Media, off of the cable TV company's platform.
It comes after Virgin Media sought to squeeze the payments it makes to channel operators in a bid to cut costs. UKTV, which operates a total of ten reasonably popular channels on Freeview, FreeSat and, until recently, Virgin Media, was the first to respond.
Now ITV is expected to follow suit.
The Guardian reports that ITV has written to Virgin Media threatening to pull carriage rights to the ITV Network as soon as this weekend if its demands aren't met.
The ITV dispute has been going on far longer than the UKTV one. The issues are complicated but centre around streaming - on-demand rights, including ITV Encore, which was launched as a Sky Exclusive channel, but is now an on-demand library that needs renegotiating.
The company is also concerned that its channels may get lost as Virgin pushes its existing streaming services, including full Netflix integration.
Services like Netflix and Amazon Prime are casting an increasingly long shadow over the broadcast television industry, with their global subscriber base providing them with budgets that increasingly dwarfs that of broadcasters.
As with the UKTV dispute, the issue boils down to differing perceptions of the value of on-demand with many agreements pre-dating the emergence of on-demand platforms.
The tensions created as a result, mean that companies are fighting in a bid to retain their revenue streams and profitability.
Virgin Media, for example, charges a standard £48 per month for its most basic package including Cable TV. That compares poorly to Amazon Prime at £79 per year and Netflix at £5.99.
Virgin Media has refused to comment on the rumours, only confirming that there are no plans for any changes to its ITV offerings.
But it's more complicated still. ITV cannot technically remove its main channel (also called ITV) due to the way TV is licensed in the UK. The flagship is protected by public service broadcasting restrictions that means it must be made available across all platforms
However, reflecting how archaic the laws are, ITV HD could be removed as it is not technically part of the same deal as its simulcast standard definition channel.
ITV2, 3, 4, Be, both in HD and SD and on-demand services, Encore and ITV Hub are commercial operations and are not subject to the same restrictions, meaning that even though they are available (in SD) on Freeview, ITV is not obliged to make them available to Virgin Media.
For Virgin Media, the concern will be the removal of popular shows like Love Island on ITV2, while ITV4 is currently pulling-in a hard core of cycling fans with its Tour De France coverage.
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