Maybe I am being rediculously over optimistic here, but as I pay £36 aprx per month for sky and almost as much again for ITV Dig, do I really have to be subjected to almost twenty mins per hour worth of adverts on every channel!?! And on that note... Surely if Sky are getting so much money from adverts why do they charge for subscription - if Sky was free then surely everyone would get it - ratings would go up drastically and they can charge more for adverts! Or am I again being idealistic/niave? P.S.DO NOT 'just call us the Fybrgel family'!