A price war in the broadband market is looking increasingly likely after Sky's move into the market has already yielded one million customers.
Sky's broadband offering currently lies sixth in the market behind the likes of BT, Virgin Media and Tiscali, but it is looking to catch up with it's rivals in the near future and as such a price war could be on the cards.
The likelihood of prices being cut by the top broadband providers has been boosted by the recent comments from Sky chief James Murdoch, who criticised rival ISPs for "charging too much money for too little".
The suggestion is that Sky may begin to undercut its rivals and as its customer base grows, more established broadband providers will need to strike back in the marketplace by cutting their own prices.
Sky is currently the fastest growing broadband provider in the UK.