Media watchdog Ofcom is expected to open up the the pay-TV market by forcing the likes of Sky to broadcast premium content - such as Premiership football - on Freeview.
Ofcom will lean on Sky to reduce its prices and allow consumers to subscribe to individual Sky Sports or Sky Movies channels without having to have a satellite dish or subscribe to a complete Sky package.
The move will give TV viewers still reliant on aerials access to the sort of important sporting and other national events Sky's high subscription charges have deprived them of.
Sky already broadcasts Sky News, Sky Sports News, and Sky Three on Freeview but is set to launch a legal challenge against ruling if Ofcom does seek to force it to drop its prices.
Rupert won't like that.