A potential price war between BT and Sky should not impact upon TalkTalk, according to the firm's Chief Executive Dido Harding.
Speaking to the Daily Mirror, Ms Harding said her company is targeting a different segment of the market to its two larger rivals.
BT recently announced that its new sports channels will be freely available to all BT broadband subscribers - a move geared at challenging the dominance of Sky Sports.
And although TalkTalk is also active in the TV market, the Chief Executive explained that the firm is "playing a different game".
She claimed that BT and Sky "are for the people who want expensive, 12-month, premium contracts".
TalkTalk is targeting families and households seeking a more affordable way of getting online and enjoying on-demand TV content.
The firm recently announced that 12,000 homes have been signing up for its YouView-based television service every week.
More than 230,000 households have signed up for TalkTalk TV services since September 2012.