Today, culture secretary Jeremy Hunt approved a plan from Rupert Murdoch's News Corp to spin off rolling news broadcaster Sky News, clearing the way for the firm's proposed bid to take full control of Sky to go ahead.
However, a group of media firms - including the owners of the Daily Mail, The Mirror and The Guardian, along with BT - believe that any merger of News Corp and Sky would have damaging implications for the UK media landscape.
Sly Bailey, chief executive of The Mirror publisher Trinity Mirror, described the proposal to make Sky News a separate company to secure approval for News Corp's £8 billion takeover of Sky as a "complete whitewash".
Bailey told The Guardian: "[The remedy] is behavioural not structural. It is a deal too far, it is a deal that should not be done. The deal, if done [will lead to] irrevocable consequences. We have opposed this every step of the way and will continue to strenuously oppose this."
The alliance is now thought to be considering legal options, including a possible judicial review of Hunt's decision. However, the action would have to wait until a 15-day consultation is completed and the takeover is given final approval.
Discussing the proposal for Sky News, a spokesman for the alliance said: "The proposed undertaking is pure window-dressing.
"The undertaking does nothing to address the profound concerns that the takeover would give News Corporation greater power to restrict or distort competition through cross-promotion, bundling, banning rivals' advertisements and distorting the advertising market with cross-platform deals."
The spokesman also claimed that similar measures put in place for The Times and The Sunday Times after they were acquired by News Corp in 1981 "have proved wholly ineffective".
He added: "Smoke and mirrors will not protect media plurality in the UK from the overweening influence of News Corporation.
"We shall be vigorously contesting this whitewash of a proposal during the consultation period, as well examining all legal options."