1.48pm: TV's Louie Spence, of Pineapple Dance Studios fame, is sitting next to me. He was muttering something about Paul O'Grady as he passed.
1.50pm: Applause as the moderator, Jeremy Vine, introduces the session. First up - changes to Sky1. "This time last year I talked about trying to do fewer shows of higher quality." He says they've reduced the number of shows per year from 120 to around 45. "It means that in a Sky+ world, our obsession is less about having a generalist channel that people watch infrequently, it's more about having shows that have value."
1.52pm: Feel free to interact with me as the session goes on using the form below, by the way. No-one bothered last time. PLEASE, GIVE ME ATTENTION.
1.54pm: I've just eaten a Double Decker whole. Louie Spence is on screen AND next to me. This is confusing.
1.55pm: Louie seems to find Louie amusing.
1.56pm: Here is the blog of last year's session with Mr Murphy, if you're interested.
1.57pm: Highlights of Sky1's year continue to play out on the big screen. Awwww, Lost. 24!
1.58pm: What replaces them? "What did 24 did was give us a big driving narrative drama, Lost gave us a sense of epic. I'm chuffed now that we have [other] stuff that is epic, like Strike Back, which is coming back for ten eps next year. Last week we announced 13 hours of Sinbad."
1.59pm: He admits there is "no like-for-like replacement" and then talks about the four new US acquisitions - two dramas (a very soapy drama at that) plus two comedies.
2.00pm: "Very exciting, someone has Twittered a question." announces Vine.
2.01pm: HBO deal, worth a rumoured £150m: "We never talk about how much things cost, so I can't confirm that it cost that. We don't have Sex and the City. Sky is not just about sport and movies - Sky Arts has shown we can totally break through with arts, Sky News is a fantastically spirited news service, and Sky1 has to be up there too. Elsewhere on our platform, we need to have quality content."
2.02pm: "When you look at the HBO archives, we're going to treat it with respect. It's in HD, with Dolby surround sound.. we're not going to bugger around with it in the schedules. I'm not going to make any apologies about the HBO deal."
2.03pm: Murphy bats off accusations that he is "circumventing" investment in UK originals by acquiring quality content in one go: "Bullshit. Part of the reason I was hired because I've got a past of commissioning. Little Britain, Torchwood, The Real Hustle, which the channel still relies on."
2.05pm: Voxpops. How do the public perceive Sky1? It's overall pretty positive - people like it. High recall on shows in the schedule, although someone mentions Star Trek.
2.09pm: "What I don't want to do is make Sky1 feel small and niche, or that there's one particular type of niche."
2.10pm: One defining show of the new commissions? "I suppose not really. One of the challenges with Sky1 is to make it feel big, on a budget that's far from the terrestrials."
2.11pm: Murphy mentions he was out on the town with Louie last night. Is Louie here? Well you and I know he is. "I'm here!" he shouts, rising from his seat.
2.12pm: Murphy's mistakes? An animation, Glenn Martin. "That just hasn't worked and I shouldn't have bought it. Truth is, viewers don't love it as much as I do."
2.13pm: On axing the clip shows like Ibiza Uncovered: "I think The Villa, for its time, was a brilliant commission. Shows like that changed the face of popular factual. They were extraordinary looks at modern Britain… abroad. But they just felt out of kilter now with modern Britain - people pissed up, having sex… it doesn't have a place on Sky1. That said, viewers love them and they air on Sky3. They rate."
2.15pm: Comments about how overnights are not the best indicator of a show's success on multichannel. "You look at the cumulative, audience satisfaction, we monetise the press value to get an indicator of noise…"
2.17pm: Murphy adds that they "haven't got away from that analytical schedule" but says that it's going to be more like movies with a "released this week" tagline. He says they considered doing this on the posters advertising Must Be The Music.
2.18pm: Appealing to females. "We have tried to make the channel have a more even gender split. We've had different regional voices in the voiceovers - certainly drama is a big part of keeping women happy and keeping subscribers subscribing."
2.20pm: He says Sky has deliberately bought channels like Living to keep women on the platform.
2.21pm: Clips of new show An Idiot Abroad, a Gervais/Merchant/Pilkington obdoc where the latter gets sent around the world.
2.24pm: Murphy announces he's developing a "big drama" with Paul Abbott (Shameless). "He's developing a drama called Hit and Miss. On the surface it's a loving story of a loving family. It has a really complicated dark skin across it that is really really different to what people would accept form Sky1. Fundamentally it's about love and a mother that runs the family."
2.28pm: Murphy wants another "big factual face" for the channel.
2.29pm: Clips of Louie in action in PDS. "I was nervous about saying 'yes' [to the commission] straight away," recalls Murphy. "I thought 'Jesus, this is mental'. Fundamentally it comes down to amazing characters."
2.31pm: On alleged fallout with Pineapple owner Debbie Moore: "There definitely were hiccups. I definitely wanted another series, I'm a really fair person and I'll do a fair deal with someone. If someone wants a deal that I think is unfair, I won't do it. What was key to me was that the people who are on screen that people love, are still on screen."
2.32pm: The second series is "amazing" and "much, much bigger. It's got an animal trainer in it, a brilliant dance routine with the host, doing a Lady GaGa routine. The second series is properly mad."
2.33pm: He thinks they "probably will" still call the show Pineapple but he "hasn't decided yet".
2.34pm: Boyd Hilton asks if Michael Jackson: The Live Seance was the worst show ever. "Michael Jackson died. People ignored the dodgy things about his life, which pissed me off, and they ignored that this was a man who slept with a bloody monkey in his bed. In the spirit of that, let's have a live seance, get him back. Fortunately he turned up. It's a pity Boyd didn't like it, but he liked Don't Stop Believing."
2.38pm: Murphy on the Beeb's process: "I was at BBC Three and Choice, and UK Play, for about eight years. It frustrated me a lot. It does good content, but a lot of the time the BBC does good speech but doesn't do good action. I don't have to worry about that now. Me personally now, working at Sky, [I] feel liberated. At the BBC you can feel like you're a government spokesman."
2.40pm: Lots of praise for Sky. "It's a great culture to work in and I absolutely love it."
2.41pm: Importance of comedy at Sky: "Simpsons, really big hit. We wanted other comedies that felt like that - the family could watch, but with an edge. Modern Family felt like that. We don't want a lot of surreal. At BBC Three, we commissioned pretty dark stuff, like Nighty Night, Monkey Dust, Shirley Ghostman.. at Sky I don't think that's going to work. It's about being optimistic, having best in show, and those values tend to clash with dark, sicko comedy."
2.42pm: Says they're going to do four to six comedies a year. He wants known people to bring the audience in.
2.43pm: Entertainment: doing three a year. Looking at "big streamed entertainment" next year to take advantage of no Big Brother. "It can't be salacious or dirty, I don't want it to feel derivative and it needs a big name, A-list presenter." He says they pay "terrestrial level spend".
2.44pm: Comedy: four to six a year. "Comedy with capital C". Wants sketch shows. Something like Star Stories.
2.45pm: Drama: "We really need a strong voice that reflects Britain." Three types - kooky stuff, family stuff and edgy stuff. They're looking for "a big family piece".
2.46pm: Factual: Wants funny factual like How Clean Is Your House. Doesn't want "daft shit".
2.47pm: That's a wrap on this session. Thanks for joining us!