News Corp. CEO Rupert Murdoch has increasingly pushed for paid online content, and last week announced that in the next fiscal year, the media conglomerate will continue to see advertising revenues dwindle. In its place, he said, consumers will be asked to pay for high quality journalism, all while trying to put a stop to "plagiarists and aggregators" of News Corp. content, The Age reported Sunday.

Using the News. Corp.-owned Wall Street Journal, as well as The Times and Sunday Times in the United Kingdom as evidence quality online content can succeed, Murdoch said he believes online subscription-based news "consumers will reward us with their loyalty for years to come and we will ultimately be able to better tailor our offerings to them while building new business models and generating more revenue."

In fiscal year 2010, News Corp.'s advertising revenues will account for "significantly less" of the overall revenue pie, a trend that will accelerate in years to come, he said, the Brisbane Times reported.

According to ABC News, Murdoch recently referred to search engine companies like Yahoo! and Google as "content kleptomaniacs."