Virgin Media TV subscribers are set to miss out on action from the Rugby League World Cup 2013, unless the provider settles its differences with Premier Sports.
The subscription channel - available on the Sky platform - will be showing every single match from the upcoming tournament. However, Virgin Media TV viewers currently have no access.
So according to Love Rugby League, thousands of Virgin Media viewers could be left with just seven live games out of 28 to watch on the BBC.
Stephane David, Executive Director of Content at Virgin Media, said the service provider would be "happy" to add Premier Sports to its line-up of 15 sports channels.
"We’ve offered [Premier Sports] the opportunity to broadcast on Virgin Media’s TV platform on a similar premium basis as they do elsewhere," he stated.
"Sadly Premier Sports has declined the offer, although we hope they will reconsider as discussions continue."
However, Richard Sweeney, General Manager of Premier Sports, disputed Virgin Media's version of events.
He claimed Virgin Media approached Premier Sports about launching on its TV XL platform, but withdrew from those discussions around the time a deal for BT Sport was agreed.
"The negotiations over the summer were only focused on XL and Premier Sports was happy to proceed on that basis," Mr Sweeney noted.
"To suggest Premier Sports should accept Premium on Virgin because it is Premium on Sky fails to address that Virgin Media’s Premium terms are very different to Sky's - hence Premier has never been interested in negotiating on that basis."