How Murdoch plans to win friends and influence people

Why is BSkyB currently indulging in a frenzied attempt to brainwash MP's into the virtues of the "Sky way"? The most likely answer is that it's trying to undermine the BBC at this critical stage of charter and licence fee negogiations, since BSkyB has the most to gain (and nothing to lose) from a weakened BBC.

Thankfully the BBC has more than 80 years of history and is still deeply entrenched into most of society, though unfortunately it is still vulnerable from the perspective of those who see change as being inevitable despite the fact that the case for supporting the existing BBC model is now probably the strongest it has ever been in its history.

As a result Sky is firing on all cylinders on the lobbying front, hoping that at least some of its efforts will result in terms that are at least partly favourable to its cause of ramping up subscription charges for predominantly third-rate content.