In May last year we compared Sky HD versus Telewest HD, but things have moved on significantly since then.
Sky continue to add more channels and turn a number of them high-def, market their products aggressively, scoop yet more programming deals, and launch services in new and complementary areas (e.g. broadband).
Telewest, on the other hand, joined up with ntl, launched the UK's first quad-play service, and since coalesced with Virgin to form Virgin Media, officially launching this week.
Generally, when one thinks of high definition programming in the UK, it's hard to see past Sky. They have the most channels and the widest selection of programming available, with everyone else still playing catchup due to lack of infrastructure, subscribers, and content deals.
It seems a long time since Telewest grabbed all the World Cup footage thanks to deals with both the BBC and ITV - something even the mighty Sky couldn't match. Since then, though, Sky have gone from strength to strength, and whilst Virgin Media has potential, there seems to be a lot of talk and not much substance yet.
Sky have already threatened to withdraw some channels from the package Virgin Media can offer, including crowd-pullers like Sky One.
You'd think that the combined clout of the companies involved in Virgin Media would be able to secure some decent content, and the cable infrastructure is already substantially in place.
Over at Tech Digest, Stuart suggests three things that the newly branded company needs to do to pull in the punters:
1. Prove that the customer service has improved
2. Beat Sky+ at its own game
3. Bring great HD channels and on-demand content
Though the demand for high definition in the UK might be minimal at present (despite the huge rise in HD ready TV sets being sold), there's little doubt that it's going to be a big battleground. Why else would Sky continually talk up its HD offerings. Getting subscribers in on any level will be key for Virgin, as it's easier to sell more products to loyal and satisfied customers than it is to bring in new ones, or get them to switch.
Love them or loathe them, it's something Sky do very well, and hiccups aside, their subscriber numbers prove that they must be doing something right.
Expect Virgin Mobile's advertising campaign to ramp up over the coming weeks as they take on the might of Sky.
