The decision follows a deadlock in negotiations between the two broadcasters over carriage fees. Insiders say the chances of the two reaching an agreement are slim; the official deadline for negotiations to end is tomorrow (Thursday).
Virgin Media has ensured that mechanisms are in place to air dedicated marketing messages on the channels if they cease broadcasting. It is already running press ads outlining its position with regard to the negotiations.
Jeremy Darroch, chief financial officer at Sky, has urged Virgin Media to 'focus on getting a deal done rather than on their PR offensive'.
Sky has launched its own campaign to promote the value of its offering. It is urging viewers to contact Virgin to keep the channels on air.
The ads also point out that if viewers subscribe to Sky they will be able to continue watching 'the UK's best-loved news and entertainment programmes', including The Simpsons and Lost.
However, Virgin Media has already secured a deal with ABC, which produces Lost, to include the show on its video-on-demand service.
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