Stuart Murphy talks tough on Sky's battle for the box

Director of entertainment channels discusses misleading audience figures, roughing up rivals and being a good role model

Mad Men devotees of a certain disposition, look away now. Stuart Murphy is the Sky executive responsible for depriving non-satellite subscriber fans of their favourite TV show. Having launched Sky Atlantic on the back of the expensively acquired HBO catalogue and AMC's Mad Men, he is now leading the broadcaster's £600m quest for original UK programming.

Tonight will see Steve Coogan's Alan Partridge make his Sky debut, alongside a new sitcom written by Kathy Burke and another prized Us import, Armando Iannucci's Veep.

No wonder Murphy, who as director of Sky entertainment channels oversees Sky1, Sky Atlantic, Sky Living and Sky Arts, is in fighting mood. Literally so. "I box twice a week. I've just started to do handstand press-ups," he says. "I am going to have a bout. I thought

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