Murdoch in trouble

Is the spat between Rupert Murdoch and Virgin Media a sign that the Sky Empire is in trouble?
In this age when everyone wants to be on as many platforms as possible, Sky is pulling itself off cable and planning to take it's News and Sports News off Freeview - reducing the potential audience on two fronts.
It means that advertisers will be looking for lower rates and possibly indicates concern within the Murdoch empire. Clearly there is so much concern about the potential damage that cable and Freeview are presenting to satellite that a brave (and misguided?) attempt is being made to pull everyone onto one exclusive platform. Looks like desperate measures to me; too many people have already made their digital choice and they're unlikely to change now.