The head of Sky has slammed the standards of service and value for money offered by the firm's rival broadband providers.
Speaking in a video interview hosted on the Financial Times website, James Murdoch criticised its competitors for "charging too much money for too little".
Mr Murdoch also told reporters that the arrival of its entry into the broadband market was good news for customers, who are benefiting from the increased levels of competition among ISPs for custom.
However, Mr Murdoch maintained that in the interim the firm will not be investing in ultra-fast broadband networks, on the grounds that local loop unbundling still "has a huge amount of life left in it".
News of Sky's chief's comments come as the firm recently announced it had attracted its millionth customer for its broadband services, since launching 14 months ago.
Sky is now the fastest growing broadband provider in the UK.