Virgin Media has attempted to challenge Sky by bringing the Virgin brand values to cable television but the results have so far been less than transformational. There are now reports that the Virgin group is in discussions with cable operators in other countries to rebrand their services under the Virgin Media name. The question is how far cheerful cheeky marketing can mask poor performance and to what extent consumers actually care about such service brands. Ultimately viewers watch programmes, not platforms. The challenge for service providers is to deliver better services.