IS a tenner good value for Eircom's new television offering? Probably.
The 34 channels on offer don't include ITV or Sky News (for delayed licensing reasons), two stations which are reasonably popular here.
But they do include BBC, Channel 4, Film Four and a host of the more popular peripheral stations (such as CBeebies and the Discovery Channel).
With broadband of over 50Mbs now becoming the norm in Irish cities, this is what companies such as Eircom are competing with (whether they know it or not), as much as UPC and Sky.
The new packages, which start at 34 channels for a tenner, signal an escalation of competition with UPC and Sky from the once-stagnant incumbent telecoms company.
The 'eVision' service won't be universal, starting at just under half a million homes. But by next summer, Eircom is promising that a million households will get the service, representing the bulk of the population.
That's a serious challenge to Eircom's main target, UPC, which can only reach 750,000 homes. It is also a potential threat to Sky,
On the face of it, it's the customer who wins here.
Eircom's competitive necessity is the ordinary TV viewer's gain.