Virgin Media currently competes directly with BSkyB for market share in the UK digital television market (of which it has 30%) and competes directly with BT Broadband in the market of broadband Internet, of which it holds the second highest market share (35%) behind BT broadband (40%). If undertaken correctly, Virgin Media could create a package that would offer value for money deals on broadband, digital TV as well as its phone services to potentially create a better value package (the quad play package ) to increase its sales and take an increased market share in these two