Media magnate Rupert Murdoch isn’t satisfied with his already-insane power in the media world, and is now targeting to add Time Warner to his business portfolio, which would essentially make him arguably the most powerful media company owner in the world.

The News Corp and 20th Century Fox CEO originally offered $80 billion to buy Time Warner, who owns HBO and Warner Bros. movie studio, but the media company turned it down; but that isn’t going to stop the persistent Aussie businessman.

Ken Griffin, chief executive officer of hedge-fund firm Citadel LLC, and Mario Gabelli, CEO of Gamco Investors Inc–who own shares in Time Warner Inc. told Bloomberg News that Murdoch’s bid for the media company will be hard to resist, particularly if he comes back with a higher offer.

David Folkenflik, NPR media correspondent and author of the book Murdoch’s World, said the audacious move was also a bid by Murdoch to redefine his image after the hacking scandal.

He wants it to show that his empire is larger than ever, that he’s undaunted and that people think of him unceasingly growing the family empire and giving James and Lachlan [Murdoch’s sons] more vineyards to play in.

Read more on The Daily Beast, Hollywood Reporter and NY Times.