The Virgin/Sky TV models are on the verge of total collapse. It is commercial suicide to charge more for TV. More and more people are gravitating to Netflix/Amazon/Now allowing them to watch what they want when they want rather than having 100s of channels with nothing on, In the past with just 5 channel analog TV to compete with, satellite and cable offered a real choice, but now there are better and cheaper alternatives. Virgin don't offer anything that is exclusive.
These days the key determinant is broadband. If it is reliable and fast enough then TV and phone are redundant.