Virgin Media currently competes directly with BSkyB for market share in the UK digital television market (of which it holds a 30% share) and competes directly with BT Broadband in broadband internet market, which has the second highest market share (35%) behind BT broadband (40%). If undertaken correctly, Virgin Media could create a package that would offer good value deals on broadband, digital television and phone services to potentially create a better value package (the quad play package) to boost its sales and capture a greater market share in both of these