A “cross media promotional blitz” has reportedly landed Rupert Murdoch's Sky News in some hot water with a British media regulator.

The Guardian reported earlier today that Ofcom -- the U.K.'s independent communications industry regulator -- began an investigation into Sky News for giving “undue prominence” to the launch of its sister channel Sky Atlantic.

Murdoch's News Corp. currently has a controlling minority share of BSkyB -- the British satellite TV broadcaster that owns Sky News -- and is battling British regulators over a proposed multi-billion dollar buyout of the company.

Critics of Murdoch's BSkyB bid have claimed that if it goes through, the editorial independence of Sky News could be compromised. News Corporation contends the editorial independence of the news channel would not be affected by the takeover.

The Guardian reported:

Sky News broadcast a news report about the launch of Sky Atlantic in a show called The Live Desk. The piece aired on Tuesday 1 February, the launch day for Sky Atlantic, which features HBO shows including Boardwalk Empire and was backed with a cross media promotional blitz by BSkyB.

During the four-minute segment, Sky News showbusiness correspondent Lucy Cotter, said: “It's the end. It could be the end of box sets forever. We never need to buy anything ever again. We could just watch Sky Atlantic because it is the home of HBO in the UK.”

The media regulator Ofcom has launched an investigation after receiving a complaint that the Sky News piece was too promotional.

Ofcom will be considering whether Sky News broke parts of the broadcasting code including section 10.1, which states that a broadcaster must maintain the independence of editorial control over programme content, and 10.4, which states that no “undue prominence” should be given to any product or service.

The Ofcom investigation comes at an embarrassing time for Sky and News Corp, which is attempting to buy the 60.9% of the satellite broadcaster it does not already own.

In order to avoid the deal being referred to the Competition Commission, News Corp has offered the culture secretary, Jeremy Hunt, specific undertakings - thought to involve guaranteeing the editorial independence of Sky News.

Media Matters has documented numerous examples of Murdoch's “cross media” promotion in the U.S., including Fox News' live coverage of The Daily launch last week and a football-only edition of Fox News Sunday preceding the Fox-hosted Super Bowl this year.