Sky has warned ITV to "be careful what you wish for", after the public service broadcaster (PSB) called for the introduction of retransmission fees in the UK.
Earlier this week, ITV Chief Executive Adam Crozier claimed pay-TV providers such as Sky and Virgin Media should pay to provide BBC, ITV, Channel 4 and Channel 5 services to their subscribers.
He claimed the UK's regime is "wholly outdated" - pointing to the US market where free-to-air broadcasters received around £2 billion in payments from cable operators last year.
However, Jeremy Darroch, Chief Executive of Sky - which could be hit hard by such a move - suggested retransmission fees could have unforeseen impacts for ITV.
As reported by the Telegraph, he said the PSB's guaranteed position on the first page of electronic programming guides could be reviewed.
And in another warning shot to ITV, he added that platform access is also "on the table".
Mr Darroch said he is "broadly supportive of deregulation and always has been", but this needs to work both ways.
"It is untenable for the PSBs to look across the pond and cherry pick from a very different market," he added.