[CWuestefeld]

Sky is quoted as saying

There is no authority that an infringement in these circumstances attracts four times the usual licence fee. To the contrary, the usual measure is what the reasonable cost of licensing would have been.

I find this hard to believe. If it's true, then the best course of action for any actor is to just screw the copyrights and use whatever the heck you want. For those copyright owners who catch you, you'd be out no more than if you'd paid them the standard fee up front. And for those who don't catch you, you've gotten a free ride.