In the middle of November, the CEO of Vodafone Vittorio Colao warned of a “prisoner’s dilemma” in the efforts to offer bundled television and broadband services. It makes sense for a company to seek unique content to differentiate it from others. However, if all the providers try to secure exclusive content, it triggers an arms race of sorts as they all do the same thing or risk losing out. Colao does not think that securing unique content is necessarily the long-term winning strategy, but if others are starting buying content providers, then it may force him to do the same.