There has been yet another twist in the tale of the ongoing bidding war over broadcaster Sky PLC (LON:SKY).
This is just the latest development in what has been a confusing and ever-shifting sequence of events between the three media titans over what was initially considered to be a relatively mundane takeover of Sky.
Which begs the question, what exactly is going on, and why?
What has happened so far?
Fox initially attempted to purchase the remaining 61% of Sky that it does not currently own and had made a £19bn offer for the remaining two-ish thirds of the broadcaster.
On 27 February, Comcast made a surprise bid for Sky at £22.1bn, 16% higher than the £19bn offer from Fox.
Sky shares jumped 20% on the day while the company withdrew its recommendation of Fox’s takeover bid.
The UK’s regulators did not seem too bothered about Comcast’s presence, with the culture secretary Matt Hancock approving both takeover bids in June, although with the caveat that Fox must sell off Sky News amid concerns of Murdoch’s influence in the UK media.
Which brings us to the latest development, the Comcast bid for Fox’s assets that originally Disney had its eye on.
In another swooping move, Comcast offered US$65bn for the Fox assets, which include its movie and TV production arms (as well as the 39% of Sky owned by Fox), to overtake Disney’s initial US$52.4bn bid.
It followed a development in the US courts on 12 June, when a Federal judge approved a massive US$85bn takeover of US cable giant Time Warner (NYSE:TWX) by telecoms conglomerate AT&T (NYSE:T), which has seemingly cleared the way for other massive corporate mergers.
What is driving the bidding war?
One of the main reasons for the fight over Fox and Sky is the continued rise of streaming services as a replacement for cable-TV subscriptions.
Streaming giants such as Netflix (NASDAQ:NFLX), armed with huge programming budgets, are causing consumers to abandon cable-TV subscriptions at an increasing rate, which is cutting into media company profits.
Whoever gains control of Fox’s assets would have access to a bundle of iconic franchises including ‘The Simpsons’ and ‘X-Men’ (particularly interesting for Disney’s Marvel arm) among others, which would make their streaming offerings much more alluring.
Disney has already pulled most of its content for its own streaming service, intending to use its vast library of hits, which now include the Marvel Cinematic Universe and Star Wars (and Pixar!), to compete in the new media market.
Regarding Sky, its right to the broadcast of Premier League football matches is one of the key drivers behind a possible takeover.
In April, George Salmon, equity analyst at Hargreaves Lansdown, commented that the Premier League rights, which Sky secured for three more years, was a “game-changer” and that "the rights may come with multi-billion pound price tags, but Sky has proven the Premier League deals are well worth the outlay.”
So what happens next?
If Sky’s share price is anything to go by, there will be a higher bid coming, as the share price has already blown past Comcast’s offer of 1,250p per share and was sitting at 1,335p, a 6.8% premium, at last close on 13 June.
Analysts at Canadian bank RBC are already predicting that Comcast will have to up its bid for Sky, given the share price performance, forecasting a new bid of around 1,318p per Sky share.
Regarding the more macro bidding war over Fox’s assets, two scenarios are possible: either there is a carve-up where Comcast and Disney agree to share the Sky and Fox assets to avoid too much debt, or a cutthroat outcome where one out bids the other for everything.