Virgin Media has threatened Sky with a High Court action if the company refuses to resolve disputes between the two companies within 30 days.

The news comes as Sky pushes out a high profile advertising campaign suggesting Virgin Media customers should switch to its service.

The remedies sought will include supply of Sky's basic channels at a reasonable commercial rate, as well as fair payment for Sky's carriage of Virgin Media TV channels, such as Living and Bravo. Virgin Media will also seek damages if the dispute is not resolved.

Virgin Media is challenging the pay TV giant for its abuse of dominance.

Commenting on Virgin Media's position, CEO Steve Burch said: "We are not interested in prolonging this dispute any longer than necessary but we will not allow Virgin Media or our customers to be the victim of Sky's market power. In the interest of the consumer, we want these issues resolved quickly".

Sky's premium sports and movie channels are not part of this dispute and remain available to Virgin Media's customers.