'A bidding war looms': Comcast's surprise $30.7 billion bid for Sky has set off a battle between 3 media titans

The NBC and Comcast logo are displayed on top of 30 Rockefeller Plaza, formerly known as the GE building, in New York, New York, U.S. on July 1, 2015.REUTERS/Brendan McDermid/File Photo

LONDON — US entertainment giant Comcast surprised global stock markets on Tuesday with a £22 billion ($30 billion) bid for Sky, Rupert Murdoch's European pay-TV giant.

Murdoch, who owns 39% of Sky through 21st Century Fox, had been trying to take full control of Sky before Comcast swooped in with its rival offer. The bid potentially throws a spanner in the works for Fox's $54 billion deal with Disney to sell assorted media assets, which included Sky.

Comcast, led by CEO Brian Roberts, has offered £12.50 per share for Sky but shares in the London-listed business are trading at £13.39 by early afternoon in London, suggesting investors believe a bidding war will now heat up.

That bidding war could pit three of the most powerful men in the media business against each other: Murdoch, Roberts, and Bob Iger, wich some analysts now suggesting Disney could make a bid.

While the bid was largely unexpected, analysts have been quick to react. Business Insider has rounded up what they're saying so far. Take a look:

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