Satellite TV services

[frogstar]

How likely is it that other satellite TV providers will pop up and introduce competition and better variety, breaking the satellite monopoly currently held by Sky, as happened with telecomm services? Is Sky's offering so marvellous that there needn't be competition? The satellite service I get is OK, but I think it could improve if there were other companies out there, with better deals to choose from. But with a monopoly, I think it allows the one company to do what they like and give mediocre deals.