TalkTalk has no plans to follow the lead of BT by becoming a TV rights holder, it has been claimed.
Sir Charles Dunstone, Chairman of the broadband provider, told the Financial Times that the firm will remain a provider of other people's content.
Last year, TalkTalk launched its own Freeview TV service delivered via the YouView platform, and the business has reported strong adoption rates.
But Sir Charles said TalkTalk would not be overstretching itself by competing for multi-million pound television rights.
"The battle in content has changed with Netflix and Lovefilm. These are buying rights on a scale that is unthinkable. No one can compete with that," he told the news provider.
"Our strategy - to be the platform and conduit on which to put your content over - is the right one."
TalkTalk's major rival BT - which also offers YouView-based TV services - has recently acquired the rights to a host of live sport, including top-flight football and rugby union, along with women's tennis.