Rupert Murdoch has told the Leveson inquiry into press ethics that his media empire News Corp never "pushed our commercial interests in our newspapers."
The 81-year-old media mogul, giving evidence to the London-based inquiry on Wednesday said he was not a "Sun King" character who used charisma to influence his media empire.
"I try very hard to set an example of ethical behaviour and make it quite clear that I expect it," he said.
"One can describe that in a number of ways. But do I do it via an aura or charisma? I don't think so."
The News Corp chief also denied asking favours from the top of government, stressing: "I have never asked a prime minister for anything."
He also denied influencing editors on the Times and Sunday Times, adding he was "sorry to say" he "never much" interfered with the News of the World.
"If you want to judge my thinking, look at The Sun," he said.
Murdoch said he would use his two day appearance at Leveson to "put some myths to bed."