Comcast has outbid 21st Century Fox to win control of Sky, with an offer valuing the UK-based pay TV group at £30.6 billion ($40 billion). In the third and final round of the auction run by the UK's takeover panel on Saturday 22 September, Comcast made a final offer of £17.28 per Sky share, trumping a bid of £15.67 from Fox. Comcast launched its challenge for Sky in April with an initial offer of £12.50, valuing Sky at £22 million. Sky shares closed at £15.85 last Friday.