Rival broadcasters BT and Sky look unlikely to reach a deal over TV sports rights, it has been reported.
According to the Telegraph, the duo have been "locked in discussions" ahead of the launch of the BT Sport platform this summer, seeking a deal which would enable each firm to show 154 games per season.
From 2013-14, BT will join Sky in airing live Premier League football - broadcasting 38 matches per year, compared to Sky's 116.
However, the parties are yet to agree a wholesale deal which would see BT Sport show Sky's matches on its own-brand channels, and vice-versa.
An industry source told the Telegraph that a deal to bring Sky content to the BT Sport channels "looks very unlikely". As such, BT Sport subscribers would be required to bolt on Sky Sports to their pay-TV package.
"Whilst the door isn’t shut, no progress has been made on that point," the source told the news provider.
A spokesperson for Sky suggested BT was scuppering any potential deal by refusing to share its own content. "We are very open to entering into mutual supply arrangements for next season," the representative stated.
"The key principle here is reciprocity of supply of Premier League content so that both of us can offer customers all the live matches in time for the start of the season."
Should BT and Sky fail to reach a wholesale agreement, the only option for viewers seeking a full complement of matches will be to add on BT Sport or Sky Sports to their existing package.
However, the worst-case scenario is that the Sky decides to remove its Sky Sports bolt-on altogether for BT customers, preventing them from watching its 116 games without a full Sky subscription.
Last summer, BT Sport outbid existing Premier League broadcaster ESPN to the rights for Premier League football, signing a three-year, £738 million deal to show live matches.
Ahead of its BT Sport channel launch in the summer, the TV, home phone and broadband provider has also acquired the rights to top-flight rugby union action, live golf and women's tennis.