. >> i wonder, jeff mccracken.this in the discussion over the jobs, is this just the u.k. does not want to give up their prized company? >> a lot of this goes back to candy and cap very. when they were acquired a lot of guarantees were put in place and they did not stick to them at kraft. now there is concern that if they're going to get guarantees they will have to stick. we will distrust the big u.s. company if they come over to acquire and apprised institution. it is not as if astrazeneca has a great history in britain. >> am i wrong to say that this price trend is matching? >> there is always a price, absolutely. most courts have said that you can't say no to every single offer. there does come a point where you have to take the deal. >> where are we at on pfizer? has said 50ca pounds and 50 pence, and the number one ranked biotech company says it becomes a breaking deal for pfizer. so why do this? >> pfizer has said that this is the last offer and they will not bump their bid unless they get something more fro

still on set with me is jeff mccracken. does he say about how she say about bringing back the carbonated soft drinks could affect the business? >> both pepsico and pepsico -- coca-cola dealing with a deflated soft drink market. there is no secret to the trend. there is diy home improvement am a cars and now diy colas. that seems to be the next trend. she's wanting to see if this markets -- in the market will really grow, and if it is a misuse open to looking at technologies being developed, including the one game developed by soda stream. they are the target of a lot of acquisition talks. the things she said to me on that which i will play for you in a moment, pushed the soda stream stocks up to an intraday high. let me first play for you what she said. >> in-home soft drink manufacturers could be something that is a significant force into the future. when that is going to happen, we do not know. i think our goal is to make sure when this category becomes of factor in the marketplace, we are playing with all of the machiner

jeff mccracken has more details.hat directv known or dish might be in play. >> bloomberg reported that. and it sounds like these negotiations are proceeding to the point where it is getting serious. the driver seat here. there's a good chance you will see at&t do a deal. the question is whether it ends up with a dish or directv. this that lot about is appealing. it has a lot of spectrum. i megahertz is the number have been told. that spectrum is worth somewhere between $12 billion and $1 billion. -- that iswhy a tub why they want to get into the tv business. >> it is a national world where the phone companies and the cable companies and internet companies are together. we face the real possibility that in this calendar year we will have a comcast-time warner tol, the comcast sale charter, a sprint-software, and whatever, happened with dish and directv. how will al franken and the fcc handle it if all this comes together at once? what does it say about what is going on in this industry? does directv have -- i guess so

. >> all right, jeff mccracken of bloomberg news, thank you. perfect timing.e in tomorrow on "bloomberg west," where i will be speaking with t-mobile ceo john legere himself. still ahead, twitter ceo dick costolo. can twitter really become mainstream? dick costolo thinks it already is. he will tell us why, next. ♪ >> you're watching "bloomberg west," where we focus on technology and the future of business. i'm emily chang. twitter's future is bright according to twitter, but their stock is plunging. membership in the first quarter hit 255 million active users, but that growth slowed. stock at its lowest level since it began trading last november, despite strong revenue growth. earlier today i spoke with twitter ceo dick costolo. a lot of people are questioning whether twitter can never be mainstream. he believes it already is mainstream. i asked him why. >> i think a lot of people think of twitter as the product or just the website, but the reality is twitter risen front of people around the world every day and constantly all over tv. i was watching the adam s

jeff mccracken, bloomberg news managing editor, and bloomberg west editor at large in san francisco, and cory johnson. ohen trying to convince lawmakers that this would be good for consumers. i don't know. it seems like if you team up the biggest cable companies in this country it will not be good from -- for consumers. >> in the cable industry it is about investing your product and the product here is programming and innovation. a lot of that cost capital. i think comcast is simply saying, the bigger we are, the bigger leverage will have with our programmers. presumably, the only reason cable prices will go up is because programming costs go up. if cable has more leverage over programming, perhaps that would be -- >> what do you mean by programming? average, 189 channels americans can watch. guess how many they watch? 17 out of the 189. we are charged on average $85 for these channels, and an additional $43 for broadband, 48 grand total of $128. -- for a grand total of $128. if they are not going to watch it to begin with, why does this matter? >> the impact would be on the programm

joining me right now to discuss the mergerns for madness we have cristina alesci and jeff mccracken. what is going on? why are we seeing so many deals right now? almost like a dance that is going on. what you're seeing all these companies are looking to come together and separate, if that makes sense. they're getting out of segments where they do not have much of a dominant position. that is what mark is doing. -- that is what merck is doing. and they are trying to buy into other areas. they are saying let's get more into over-the-counter. this deal actually tells us something about valuations going forward. if you look at how much bayer paid for this unit, it is double of own value in terms multiple cash flow. thered of indicates maybe is a hint of desperation to get the deal done now and with this deal, we had a bunch of bidders that were interested. santa fee was in there. when they first toured in marketing, everybody thought it would go for $10 billion. today we are at 14.2. inmerck was less interested how much cash they can get. it was a big deal bayer was willing to develop an

i am joined by jeff mccracken.thought it was going to be direct tv and dish merging. >> we are in an interesting time in the telecom -- cable -- internet space. we are looking at comcast with time warner and then a big sale of assets to charter. at the same time, we have reported masassan wants to connect with key mobile and we have this situation. out toergun had reached directv and they had a conversation. this shows that one deal can deal or get a company thinking perhaps we should be thinking differently. the previous thought that was going on is the focus should be on vodafone. you can see at&t try to do something with that. they wanted to declare their intentions and they have taken themselves out of the vodafone race for a few months. the thought now is that maybe we should look at dish or direct tv. >> so what happened with vodafone? why did they take themselves out of the running? >> you either put up or shut up. one story start to come up about at&t needed to, either enter into negotiations right away wit