News Corp. CEO Rupert Murdoch may not have intended to be hit with a pie when he testified before British Parliament Tuesday, but Comedy Central’s Stephen Colbert says that he would be wise to let it happen more often.

“Folks, I was horrified,” Colbert remarked. “He is 80. He can’t digest pie.”

“But then I found out that the instant Murdoch was hit with that pie, News Corp. stock spiked, regaining $395 million in market value in five minutes.”

Colbert noted that the pie prank had “humanized” the media mogul, leaving MP’s apologizing and members of the media feeling sorry for him.

“His paper spied on a murdered girl and they’re apologizing to him!” Colbert exclaimed. “This is brilliant. He needs to be hit with more pies.”

Watch this video from Comedy Central’s The Colbert Report, broadcast July 20, 2011.

(H/T: Gawker)