BSkyB the only runner for Virgin Media channels

Since Channel Four has ruled itself out of the bidding for the satellite and cable channels owned and run by Virgin Media, it looks as if the only buyer in town is BSkyB.

However, it is well known that Virgin Media does not really want to sell to BSkyB, and there was even a clause put into the documents stating that no company belonging to, or affiliated with, News Corp would be allowed to bid for the channels.

However, BSkyB is in there and has cash to spend, so can Virgin Media afford to say no to BSkyB?

There is other interest in the channels from Time Warner, NBC Universal and RTL, but their bids are not likely to be anywhere near what BSkyB is bidding because, as shown in the bidding for TV rights, the broadcaster tends to go in high.