The cautious firms believe that NWSA is benefiting from an advertising rebound off the credit crisis lows, aided by solid execution and broadcast ratings increases, as well as the outsized performance of ’Avatar’. The firms remain on the sidelines as several of News Corp.'s businesses remain difficult to predict, including Sky Italia, BSkyB, and Fox International; and the Company is yet to commence a share repurchase program, which increases the risk of potentially dilutive acquisitions.