U.S. media giant Comcast on Wednesday offered $30.7 billion for Sky PLC, topping a bid from Rupert Murdoch’s 21st Century Fox and setting up a bidding war for Britain’s biggest satellite television company.

Comcast said it would pay $17.76 for each Sky share, 16 percent more than Fox’s offer. Sky shares in London rose 3.9 percent Wednesday as investors bet Fox would sweeten its bid, and Sky withdrew its recommendation that shareholders accept the Fox offer.

Sky is based in London and has pay-TV operations across Europe, offering a platform for U.S. companies like Comcast and Fox to expand abroad. Fox, which already owns 39 percent of Sky, offered to buy the rest of the shares last June, triggering concerns the deal would give Murdoch too much control over British media. Walt Disney Co., which is in the process of buying Fox, has signaled it would be interested in buying Sky to neutralize Murdoch’s critics.

“The question now is whether Fox/Disney makes a knockout bid to discourage any further Comcast offer and what it thinks this level is, without breaking the bank,” analysts at Liberum Capital said.

Fox said it remains committed to its offer and is “currently considering its options.”

Amazon Echo update to target kids

Alexa’s new missions: encourage kids to ask questions politely, and get them to bed on time.

The voice assistant that lives inside Amazon’s Echo speakers will soon thank kids for shouting out questions “nicely” if they say “please.” The new response is part of a kid-friendly update that’s coming next month, giving parents more control over the voice assistant. Adults can set Alexa to go silent at bedtime, block music with explicit lyrics and even call kids down to dinner.

In addition, Amazon will sell an $80 Echo Dot aimed at kids that comes with colorful cases and a 2-year warranty.

Seattle-based Amazon.com said the free updated software, called FreeTime, will start to roll out May 9.

FEMA eyes key policy change

The Federal Emergency Management Agency is proposing to allow owners of homes destroyed by storms and bought out by the government to rebuild on the same flood-prone land.

Currently, FEMA offers to buy homes that have been repeatedly damaged by flooding but then tears down the structure and turns the land into open space.

Under a change proposed in February, the agency would let homeowners sell their homes to the government but retain ownership of the property. Once FEMA tears down the home, the owners would be allowed to rebuild the house, so long as the new structure meets “flood management building codes.”