BSkyB chief executive James Murdoch has taken a swipe at rivals Freeview and the possible merge of NTL and Virgin.

Murdoch was taking part in a Q&A session with the Financial Times' website, FT.com where he was asked about the potential merge of NTL/Virgin Mobile.

Murdoch was unclear on how the merge of NTL and Virgin would benefit customers: "But what is less clear is how well mobile fits with cable's existing offering, particularly when considering a pre-pay franchise.

"The key question is how one fits, if there is a fit, the pre-pay individual choice of a mobile pay-as-you-go customer with the deeper, more considered choices a family makes with respects to entertainment and communications for the home."

Murdoch hinted that Sky's approach of putting entertainment "at the core" and "making things easy" for families.

He said: "Bringing together content with customer service and innovative, friendly technology has always been central to customer services."

Murdoch also took a swipe at Freeview saying that Sky's history of technological innovation will win against Freeview in the long run.

"In essence, it's a slightly expanded version of the old, free-to-air TV that's existed for ages... it lacks a user-friendly EPG or PVR, has outdated technology with limited capacity for interactivity and HD and no customer or technical support."