The founder of the Virgin Group has claimed that Ofcom needs to introduce new regulations to cut Sky's monopoly on the digital TV market.
Sir Richard Branson has claimed it is "now time for a change" in the sector and revealed his support for the regulator's plans to introduce a pricing structure which Sky has to follow when selling its premium content to other providers.
Writing for the Financial Times, he claimed the current set-up meant there was little competition, so consumers are not benefitting.
"If Ofcom follows through on its proposals, it will herald a new dawn of more choice, lower prices and greater innovation for pay-TV consumers in the UK," he added.
Sir Richard's comments have come after Virgin Media made a complaint over Sky's advertising claims.
As a result, the Advertising Standards Authority called on Sky to adjust the suggestion that Virgin Media and BT's line rental offerings are more expensive than its own.