UPDATE: Rep for Lachlan Murdoch says no SKY NEWS rebrand


This is an update on a story we ran this morning, which you can find HERE

Paul Murray (image – Sky News)

It’s not often a rep for one of the most powerful men in the world comes knocking at your door but that’s what happened after we published our story about SKY NEWS rebranding to FOX NEWS.

But while it wasn’t a literal knock, we did receive an e-mail, saying:

“There is absolutely no plans to rebrand Sky News as Fox News. It is simply not true.”

Earlier in the day we ran a story based on information from several sources and a paper trail showing Sky News would be rebranding as Fox News, possibly within weeks.

In the original story we included a denial from Foxtel and Sky News but the information kept adding up, including the fact SKY NEWS AUSTRALIA licences the name from its UK counterpart after Rupert Murdoch sold SKY TV to Comcast in 2018.

Our sources said that arrangement was a five-year deal and was coming to an end.

On top of that, there has been a flurry of activity with IP applications, as we also revealed.

While it might be a case of “if it walks like a duck and quacks like a duck”, apparently this time it’s not a duck!

So, this might either allay your fears or be disappointing news. Either way my radar is up — something is going on!

Robert McKnight
"Leading TV commentator" - The Daily Telegraph | "Known for his impeccable sources in the TV industry" - The Daily Mail | "Always first with the correct info" - Beau Ryan | Robert McKnight is a highly regarded Australian Television Producer having worked at SEVEN, NINE and TEN during his 25 years in the industry. Publicly he is most well-known for creating and producing STUDIO 10 but has worked on SUNRISE, THE MORNING SHOW plus other prime time productions in addition to creating award-winning news campaigns for both 7NEWS and 9NEWS. Currently, Rob is the host and producer of the TV BLACKBOX, MCKNIGHT TONIGHT and MONSTERS WHO MURDER podcasts plus host & executive producer of the video streaming show THE ANJ, ROB & ROBBO SHOW.


  1. I don’t believe a word they say we no they are going to rebrand as foxNews we’re not stupid and we trust your information more than the MURDOCH fake news

  2. Well all the other channels on the Foxtel platform are rebranded as FOX “xyz” so why not Sky News, they paid good money for it.

  3. If they kill the FOX News australia rebrand the prep is for Newsflash streaming service. Great work!

  4. Okay, love the podcast and the website (and for that matter Channel 6 News) but with a heavy heart have to call out the “Fake News” here – which is quite fitting considering we are talk about the masters of fake news.

    So lets get to some facts on this paper trail that has been claimed to exist:

    – has redirected to for years not just recently.
    I know this, as I asked myself before why wouldn’t the Murdoch’s extend the brand to Oz.
    The domain record only show the last updated date and does not reflect the registration date.
    Suspect this is a renewal or some other details may have changed on the WHOIS.
    The real story, Fox News to protect the domain name from other parities cybersquatting.

    – IP paperwork is total nonsense. Fox News International can be seen on the Fox News Channel in Australia already. The application is from Fox News LCC and via the “EUROPEAN UNION INTELLECTUAL PROPERTY OFFICE (EUIPO)”. Think the story is their legal team registered their branding for the International re-broadcast stream within the EU and that has set a convention that resulted in a listing to be reviewed in Australia.

    The story is misleading and really should be corrected.

    Think the only truth maybe, is how long will Sky News UK new owners put up with brand damage from so much fake news that Sky News AU outputs. That is speculation of how a duck will quack rather than actual ducks quacking.

    Otherwsie, keep quacking and keep up the good work.
    Quack quack

    • Thanks Marus,
      there were multiple reasons I went with the story, including information I was receiving from multiple sources. I have explained more in today’s newsletter. If you haven’t subscribed yet, I suggest you do at
      I would like to hope I am quite open if things don’t stack up the way they are presented – I don’t quietly delete articles, I update them and often do a follow-up article explaining what has happened.

      I do appreciate what you’ve said though.

      have a great day, Rob

    • Sadly, I doubt that Comcast- who own Sky Europe – will care what News Corp calls Sky News Australia. There are no plans for Comcast to expand in this direction. All Brian Roberts (CEO Comcast) cares about is News’ payments keep rolling in.

      It could be different if Comcast”s streaming service, Peacock, was coming here soon, but it seems to be years off.

  5. I think there’s another possible reason. What if Telstra finally leaves the Foxtel partnership with News, sorta leaving just Fox in the brand name? So instead of re-branding Sky News to (say) Foxtel News…it could just be Fox News in the near future.

  6. Sky news needs to be fined or be treated like Trump for all their untruths. We don’t need Murdoch’s opinion or nasty comments of our Labor leaders. Now Morrison is different, most nasty comments of him are most likely true.


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