Communications regulator Ofcom has unveiled plans that could see more broadband TV packages made available to consumers.
The organisation has called on broadband provider Sky to cut the wholesale price at which it offers Sky Sports 1 and 2 to rivals, meaning others firms could add the channels to their own bundles.
According to Ofcom, the move would open up the market and give consumers more choice, lower prices and new, innovative services to select from.
However, Sky has already outlined its opposition to the plans, claiming that Ofcom's actions "represent an unprecedented and unwarranted intervention".
A spokesperson added: "This is a marketplace where customers are well-served with high levels of choice and innovation. Consumers will not benefit if regulators blunt incentives to invest and take risks."
Earlier this week, Ofcom confirmed it is planning to make changes its Voluntary Code of Practice on Broadband Speeds in the next few months.