SIR RICHARD Branson launched a fresh attack on rival Rupert Murdoch after his £4.7 billion bid to merge Hampshire based NTL with ITV was rejected by the commercial broadcaster.
The Virgin boss and major ntl shareholder said ITV turned down the offer after Mr Murdoch's BSkyB took a £940m 17.9 per cent stake in the company in what he claimed was a "blatant attempt to distort competition".
Sir Richard said he was "not surprised" by the decision of the ITV board now there was "an 800lb gorilla in its midst".
He called on the competition authorities to intervene and the Government to "stand up" to Mr Murdoch and the dominance of his media empire.
Sir Richard said: "A week ago there was a lot of warmth from ITV. A week later a rejection. The only thing that's taken place in that last week that's different is Murdoch's acquisition of nearly 20 per cent of the company.
"We believe that because he has become the biggest shareholder in ITV that has changed the scene somewhat - to say the least."
His outburst came after ITV said the proposed merger, which could have been worth around £4.68 billion, "materially" undervalued the company. ITV said: "Whereas there is obvious appeal to NTL in gaining control of ITV's substantial and successful business, from ITV's perspective there is little, if any, strategic logic for ITV to combine with NTL."
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