John Fellet says Sky Television will now dust off its "plan B" after the Commerce Commission rejected its proposed merger with Vodafone.
However, the Sky boss doesn't think the company will strike out on its own in the telco market as Vodafone and Spark are too big to take on.
The commission today rejected Sky's and Vodafone's merger proposal.
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The regulator said that Sky's exclusive rights to premium sports content would cause people to switch from rival telcos, thus reducing competition in telecommunications markets.