OLD Media Moves

Fox Biz Channel could change biz journalism on TV

February 11, 2007

The News Corpse blog has an interesting take on the announcement last week that News Corp. would roll out its Fox Business Channel to compete with CNBC by the end of the year. What’s most troubling, this blog asserts, is the stated goal of being more friendly to business.

News CorpseNews Corpse wrote, “Financial news broadcasting is not an easy business to throw together. In 1991, FNN, the Financial News Network, went out of business, selling its assets to CNBC. More recently, Time, Inc.’s CNNfn couldn’t even get off the ground. New York mayor/billionaire, Michael Bloomberg’s network has about half the subscriber base of CNBC. Murdoch will launch with even less than that.

“Despite the obstacles, it’s clear why News Corp. would want to enter this market. Although CNBC’s ratings are low, they can charge more for their ads because they deliver an affluent and influential audience that is highly desirable and difficult to obtain. Fox covets both that audience and those advertisers. Their vertical business structure makes it easy for them to package ad campaigns so that they would benefit other Fox properties like their news network, broadcast network, station group, magazines, and newspapers. And since Fox doesn’t care if their reporting is accurate, so long as it’s “friendly,” corporate advertisers might be inclined to favor Fox with their ad dollars. Remember that the cable companies that would carry FBC, and the media companies that might report on them, are also corporations that may want to take advantage of the pro-business slant that Murdoch is offering.

“All of this produces some troubling scenarios. A business news network that promises to be friendly with its subjects is essentially serving as the PR arm of the corporations it covers. Consequently, those corporations that want to enjoy this coverage can show their appreciation by buying more ads. Conversely, the ad sales division of the network could pressure advertisers to pony up if they wanted good news to be included in the next broadcast. This sort of relationship is poisonous from the start, yet it is exactly what Murdoch is proposing.

“Another problem is that the existing business channels are going to be nervous about the impending competition with Fox. If they keep their heads about them, focus on the quality of their own product, and exhibit some measure of respect for journalistic ethics, then things should work out. But that isn’t how it’s gone down in the past. As Fox News began to challenge its predecessors, they folded like origami sheep. They concluded that the way to compete with Fox was to be more like Fox. That was a disastrous strategy that landed them squarely in Fox’ shadow.”

Read more here. And to all my grammar expert readers, note the slogan for this web site.

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