On the back of box office smash, Avatar, and better than expected profits, Rupert Murdoch declared yesterday: "The debate over the primacy of content is over: content is not just king. It is the emperor of all things electronic." As Carly Fowler noted on this blog 2 weeks ago, a serious backlash is currently under way which presages the end of free content as we know it. While I may not see eye-to-eye with the proprietor of Fox News on most things, the reality is that Mr Murdoch may be the one player with enough clout to bring about the necessary rebalancing to the content equation.