Claire Enders was quoted in an article on the Murdoch family, and the gradual transfer of power from Rupert Murdoch to his sons, James and Lachlan. The brothers will manage the Sky bid with the aim of avoiding the fate of the last offer they made for the company. Back in 2010, the family couldn’t have handled things much worse, according to Claire Enders. Claire points to the aggressive posture taken at the time, particularly by James, who in his 2009 MacTaggart lecture lambasted the BBC, calling the scale of its activities “chilling” and describing the regulation of UK broadcasting as “authoritarianism” that limited choice and freedom of expression. Claire says this disdain carried over into the first Sky bid a year later, with “hectoring” phone calls by the Murdoch camp to government ministers. It was, she goes on, “an extraordinary farce”. The bid this time has been made in less charged circumstances. There has been no antagonism towards Ofcom or the government and no backdrop of a criminal investigation. Claire said “the previous bid was highly politicised but this bid is very deliberately not politicised at all”. The Murdochs, she adds, “are being patient and understanding and they are not hectoring”.