This has been going on for years, it's just considerably worse this year compared with normal and getting far more nationwide coverage than usual. It's usually on the local news when it happens though.
I'm relatively near to some of the chicken farms that have been affected and they literally have to kill off every chicken if just one is infected...
Some of the zoos/aviaries with birds are netting in enclosures with fine mesh to even stop small birds like sparrows getting near their flocks...
East Anglia, Norfolk especially, is a prime breeding ground for migratory birds, not to mention local birds (some of which are VERY rare) and the migrating birds basically bring it back with them each visit so you get a repeating cycle every year. This country can do everything it can to prevent it spreading but the unfortunate thing is some countries just don't do anything to try and reduce the spread. I actually think the UK needs to be stricter than it's currently being too.
Luckily I'm not too worried about the loss of turkey at christmas but this could decimate the bird colonies we have round here, which in turn would upset the ecological balance (or make it even worse) of a primarily agriculture based region.