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Philip Cullem, the deputy chief executive of the NCC, has told BBC Radio Five Live it is considering making a "super complaint" that "will help to knock heads together". It could make the complaint either to Ofcom or the Office of Fair Trading.

The NCC is largely funded by the Department for Trade & Industry and was set up in 1975 to represent the interests of consumers to decision makers.

Virgin Media's 3.3m cable TV customers are now on their second day without Sky's basic channel package of Sky One, Sky News and Sky Sports News.

Virgin Media has replaced Sky One with its video-on-demand service Virgin Central. It was running messages branding Sky News as "Sky Snooze", but has now stopped this after intervention from major shareholder Richard Branson.

Virgin accused Sky of deliberately overpricing the carriage fees for the channels and refused to renew the contract. It has not changed the amount it is charging its customers for its service.

The battle is now continuing with Sky putting up 48-sheet billboard posters calling on Virgin customers to switch to its service to get back shows such as '24', 'Lost' and 'The Simpsons'.