LONDON, - Comcast, the victor in the auction for Sky on Saturday, said on Tuesday it had bought 29.1 percent of the European pay-TV group's shares in the market.

Comcast bid 17.28 pounds ($22.66) a share for Sky, beating a 15.67 pound offer from Rupert Murdoch's Twenty-First Century Fox. Fox holds a 39 percent stake in Sky, which it is selling to Walt Disney as part of a separate deal.

Comcast said it was seeking to make further market purchases of Sky shares at a price of 17.28 per share.

It needs 50 percent of the stock plus one share to complete its takeover.

($1 = 0.7627 pounds)

(Reporting by Paul Sandle, editing by Louise Heavens) ((paul.sandle@thomsonreuters.com; +44 20 7542 6843; Reuters Messaging: paul.sandle.thomsonreuters.com@reuters.net))