This is clear evidence though of how important it is to Murdoch to be at the centre of the narrative of British politics - he is willing to fund what will almost certainly be an unprofitable venture to do it, but now try and use his influence to do it in a way he wants to be able to rather than follow the rules that Sky News has for 30 years.
I agree with this. Murdoch has always demonstrated a feeling that his views are particularly important and that he should be listened to (one way or another) by those in power in London, Washington and Canberra.
In the UK, he was quite happy with the soft power of a news channel that played by the rules because of the influence that came with his Fleet Street empire.
As things stand, he's not as feared as he once was. The country's biggest newspaper is not one that is published by him, he doesn't have a TV presence and his radio station makes a bit of noise, but it's hardly setting the world alight.
He craves influence and importance. The time isn't on his side like it was when he set up Sky News (UK). He doesn't have the option of playing the long game this time.
He's going shouty and he's going prime time, full-on attention-seeking - because that's the only place left to go in a nation with one commercial in name but not in purpose news channel, one publicly funded news channel and that has already seen rivals like ITN/ITV fail to make a dent.
At least he won't be disguising it this time.