Well I for one wouldn't want to be typing in my iTunes account details one letter at a time on a 'soft' keyboard on a 50' TV in front of an entire pub full of people, for one thing

.
However, I have the SkyGo app, hold on...
No, it looks like they've disabled airplay 'throwing' in the SkyGo app. So you couldn't do it over wifi to an AppleTV. That could be because there are no airplay receivers on my work wifi network though, I'll try it again when I get home. You still might be able to display it direct on the telly with an iPad 2 and the HDMI adapter either way though.
You'd still be breaking copyright restrictions obviously. As a residential customer, your access to the content is on a private consumer basis only.
Jon