The Daily Telegraph has launched a campaign to push the case for high-quality broadband connections in rural locations.
The government recently confirmed broadband would not be extended automatically to those places that do not have it, with rural communities instead being asked to request providers offer net connections.
Ministers argued that an automatic rollout would be extremely costly and would represent poor value as it is "unlikely everyone will want to be connected".
The move has been met with a negative response by the Countryside Alliance and other stakeholders, while many media outlets have also criticised the decision.
The Telegraph, however, has gone one step further by launching its Better Broadband campaign and calling for positive action to be taken to improve rural connectivity.
"For many small businesses in the countryside the quality of their broadband is key to survival," the newspaper stated.
"[Faster broadband] would transform the lives of those who live in the countryside overnight. They deserve better than half-baked political promises and self-serving corporate procrastination."
The Local Government Association (LGA) has thrown its weight behind the campaign, as it believes the need for better broadband in rural areas is "urgent".
Speaking to the newspaper, Chairman of the LGA's People and Places Board Mark Hawthorne said: "Ensuring every resident and business has access to faster broadband must be a national priority."
Former Conservative Party Chairman Grant Shapps added that broadband blockages in the UK "need to be blasted out of the way", as Britain can only be competitive with superfast broadband.
"It is time to deliver this pledge in a full-hearted way," he insisted.