I'm just about to revise my Virgin contract, I'll get the tv option, don't bother with it usually.
A bit off topic, but I was advised to do this and it worked!
If you can actually get hold of a human at VM imply that you just dont know if VM is good value for money, and you had thought of including the tv service, but then that would be more money and wasn't most of what they have already available elsewhere. (Or some such story)
Admittedly I did have to go as far as cancelling my contract, but then a few days later a 3rd party (will see if I can find the name) rang to find out why I had left, and they negotiated me a very nice deal.