Rupert Murdoch's charge for online content strategy continues to get stranger and stranger. Now he has told Sky News that his company's online newspaper pages will be invisible to Google users when it launches its new paid content strategy. Asked by Sky News Australia's political editor David Speers why News Corp has not stopped Google from finding its content, Mr Murdoch replied: "I think we will."

Of course, what that means is that fewer people will see News Corporation web sites which, ultimately, will not be good for his business.

At the same time, Murdoch has indicated he will sue the BBC over breach of copyright for "stealing" material from his newspapers round the world.

A case like that is likely to be thrown out of court as the stuff is already out on Net.

Murdoch is showing all the signs of an emperor watching his power ebb away. He is fighting a losing battle.