That's one way to raise ARPU
BSkyB, which needs to generate GBP23 in additional ARPU to hit its GBP400 target, had an inspired idea - charge GBP9.95 for pay-per-view darts. The first match aired on Sunday, but Andy "the Viking" Fordham (who famously recovered from a wrist injury by drinking staggering amounts of beer) retired with heat exhaustion at the halfway mark. Subscribers are not receiving a refund, apparently. Perhaps they should submit half of their monthly subscription fee in protest.