Sky is reported to have bid around £160m for the Virgin Media TV channels - believed to be £60m higher than the best competing offer.
Channel 4, Time Warner, RTL and NBC Universal are all believed to have tabled bids for the VMTV family, which includes Living, Living Two, Bravo, Bravo Two, Challenge, Challenge Jackpot, and Virgin One.
Virgin is seeking to reduce its debts of £5.6billion, although it's hard to see how selling its content arm will make a serious dent in that figure.
It's barely a year since Virgin and Sky resolved a bitter 18-month dispute over carriage of the VMTV channels on Sky.
At the time, Sky argued in court that the VMTV family had almost no value to its subscribers - an assertion which isn't reflected in its high bid.
