Research company GfK NOP has surveyed 1,000 of Virgin Media's (VM) customers only to find that 45% would switch to another provider if they could. In addition 10% were preparing to quit as a direct result of its row with BSkyB, which saw Sky's basic channels being withdrawn.

Typically Sky's ability to offer a triple-play broadband, voice and TV bundle has made it an increasingly attractive prospect for those seeking alternatives.

Perhaps Ironically Virgin Media has just reported that 4% of respondents to its own survey didn't even know what services their phone, TV or broadband provider offered. In addition 17% couldn't be bothered switching to an alternative.