#INSERT type:image caption:Virgin Media complained that not enough Premier League matches are made available for live screening. END#
Ofcom, Britain's broadcasting regulator, has begun an investigation into the way in which the Premier League sells its domestic broadcast rights for matches.
The investigation comes after Virgin Media submitted a complaint in September.
Virgin Media complained that not enough Premier League matches were made available for live screening. In most of the rest of Europe, all top-flight games are available to watch on TV.
Its complaint argues that the "collective" selling of live UK television rights by the Premier League for matches played by its member clubs is in breach of competition law.
Ofcom, which regulates and is the competition authority for UK communications industries, confirmed on its website that an investigation would now take place.
It explained that, under the Competition Act, "Ofcom may conduct an investigation where there are reasonable grounds for suspecting that there is an agreement which has as its object or effect the prevention, restriction or distortion of competition within the UK and/or the EU.''
It stressed that it understood the importance of Saturday 3pm kick-offs to fans and would be speaking to supporters' groups.
The Premier League is due to hold its next auction of broadcast rights in the New Year, but this is unlikely to be affected significantly by the Ofcom action, which could take several years to complete.
The Ofcom statement added: "Ofcom is mindful of the likely timing of the next auction of live UK audio-visual media rights, and is open to discussion with the Premier League about its plans.
"Ofcom understands that the scheduling of football games is important to many football fans, in particular attending 3pm kick-offs on Saturdays.
"The investigation will take this into account, and Ofcom plans to approach the Football Supporters' Federation and certain other supporters' groups to understand their views.''
Detailing Virgin's complaint, it added: "Virgin Media argues that the proportion of matches made available for live television broadcast under the current Premier League rights deals -- at 41percent -- is lower than some other leading European leagues, where more matches are available for live television broadcast.
"The complaint alleges that this contributes to higher prices for consumers of pay TV packages that include premium sport channels and for the pay TV retailers of premium sports channels."