"We've tried to avoid places where we have incentives to deceive customers, and some of that comes from our accountability to our customers. We've been cautious about that." - James Murdoch, the chief executive of BSkyB, tries to avoid coming across as smug over the recent phone-in scandals
"For Sky, competition is not simply a fact of life to be tolerated. We relish competition and help to create it. We compete vigorously, responsibly and fairly." - James Murdoch's dad, Rupert Murdoch, the chairman of BSkyB, on the company's core values.