bskyb is looking at buying out share josht owners.shares are up about 3.34% and bskyb is down 1.6%. >>> still to come, did u.s. retailers bag a win with the back to school season? we preview all the details after the break. ♪ ♪ tigers, both of you. tigers? don't be modest. i see how you've been investing. setting long term goals. diversifying. dip! you got our attention. we did? of course. you're type e* well, i have been researching retirement strategies. well that's what type e*s do. welcome home. taking control of your retirement? e*trade gives you the tools and resources to get it right. are you type e*? open port twenty-two-oh-one-seven on the firewall for customer db access. install version two-point-three of db connector and ensure verbose flag is set in case of problems. (clapping sound) isn't the cloud supposed to make business easier? get the one that can connect to the systems that you already have. today there's a new way to work. and it's made with ibm. >>> welcome back. in europe, markets are down slightly to flat. italy

three days after that, the company dropped its bid to buy out britain's most profitable broadcaster, bskybl triggered by the dowler story. >> you said when you sentence the story in, you said i think this might be the big one. >> yes. because of the emotional impact of the story and the families of people killed in the terrorist bombs had been hacked the families of british soldiers had been hacked. those two stories hit an emotional level. they produced a revulsion and even if you previous to that point you might sit back and say, well, it's only politicians and film stars and they have thick skins and you cross a line. one of the crucial things was the millie dowler story brought emotional stories in. last. >> you went if you think earn a lot of journalists might on this story. when mark louis, one of the lawyers involved, told you that he wanted to take some legal steps on bhafrl of certain parties but he couldn't afford the legal costs, you got in touch with max moseley, x formula one, tabloid casualty. he had a huge ax to grind with news international. you asked him whether he would p

what we saw is in the british marketplace, roughly one in five households describes bskyb sports because the process at that time was so high. you look around the world and around europe, the typical figure is roughly one in two households. so it's a huge market that struck out as being a big opportunity to give sport back to the people and create a bigger marketplace for premium sport. >> so far, you don't charge directly for the sport's conflict. he just spent another 900 million pound on champion league rights. >> yes. >> will you start charging for those games? >> we had said for champion's league and games, there will be a charge. >> would you say you're predominantly a television company or a telecom company? >> i think the notion of those categories being separate is probably a vestage of the past. increasingly, they will c converge. the transmission of high width band data content, these worlds are really converging. >> we're talking now about thinking, as you're saying, about telecoms and television and video altogether. >> yes. >> how important is owning content for a media com