NTL chief executive Simon Duffy has outlined three routes the company could take with Flextech, Telewest's content division.

Although Duffy admitted to not having been previously "persuaded on the merits of vertical integration between distribution and content", he pointed to Flextech as an exception.

Moving forward, he suggested that NTL would be considering either 100% ownership, a "strategic partnership" with other broadcasters or partial divestment.

"What is probably not on the table is an option [to sell] for the highest price, regardless of who's paying the cheque," he said, adding: "Not to have access to and control over such a high quality content business would be crazy when content is clearly an important asset in the manoeuvring both within pay TV and free-to-air."