Comcast beat Rupert Murdoch¡¯s Twenty-First Century Fox in the battle for Sky on Saturday after offering ?30.6 billion ($40 billion) in a dramatic auction to decide the fate of the pay-television group.

The U.S. cable giant bid ?17.28 a share for control of London-listed Sky, bettering a ?15.67-a-share offer by Fox, Britain¡¯s Takeover Panel said.

Buying Sky will make Philadelphia-based Comcast, which owns the NBC network and Universal Pictures, the world¡¯s largest pay-TV operator, with around 52 million customers.