This is the position I'm in, so I'm a bit miffed I won't be able to see a load of games. That said, Virgin have stated that they're happy to add Premier Sports to their sports channels but only if Premier can accept being a subscription channel. PS was hoping that Virgin would offer the channel for free, as they do with ESPN, but Virgin aren't keen on this. With PS expanding their offering to try and drive subscribers, they may go back and negotiate with Virgin some more. I certainly hope so.
Mostly happry with this, but would have to agree with Futtocks, it's a bit poor not showing both semis. Also I don't have Premier cos I'm on Virgin, but I guess that's my fault really.
Someone also mentioned earlier that PS were going to revamp their online streaming offering, so it might be possible for non-Sky viewers to subscribe that way and get to watch the World Cup later in the year. I'd be OK with that.
Still, if the Beeb do a good job with their games and highlights packages, plenty of terrestrial viewers/general sports fans will get to watch the World Cup. Given that it's in the UK this is great. Sure, they could have shown more games - for example on BBC Three, or the red button, but it's better than nothing. At the end of the day, terrestrial coverage is vital. If Sky took their bat and ball home because they wanted exclusive rights, IMG were right to walk away. We'll gain more by having England matches, the final etc on the Beeb IMHO.