Virgin Media has demonstrated what it means to give Pay TV customers even more content in one convenient place, with strong support for FAST (including via the set-top box programme guide), expanded AVOD, and partnerships with leading SVOD services like Paramount+, Apple TV+, Disney+, Prime Video and Netflix. This complements 190+ classic linear channels. Last autumn’s two-week Diwali promotion (giving access to 14 premium South Asian TV channels at no extra cost) sums up the diversity of content and how a platform operator can bring content owners and viewers together. We explore how Virgin Media has created the one-stop-shop that the modern Pay TV customer expects, and ask what happens next. What more can be done to improve the TV experience in a world with so much content, and can a bigger Pay TV offer also help to grow the Pay TV business?