Customers will have to bear the massive cost of the recent Premier League football rights deal, the boss of Virgin Media said.
Tom Mockridge said prices would go up to because of the £5 billion package - split between Sky and BT.
Premier League clubs can afford to reduce the price of every match ticket by £40 as a result of the new television deal, a leading supporters' group have claimed.
Sky Sports pundit Gary Neville has joined calls for lower ticket prices following the announcement of a record television rights deal.
The boss of Virgin Media has said customers will have to bear the massive cost of the recent Premier League football rights deal.
The huge cost of Premier League football rights saw Sky's shares fall today after it paid more than £4 billion for the lion's share of games
Today's Premier League deal will cost Sky £4.2bn. It might seem like silly money, but the broadcaster hasn't been wrong yet.