Who will watch Fox Business Channel?

Frank Barnako of Marketwatch wonders Tuesday just exactly who will be watching the announced, but not yet airing, Fox Business Channel.

Barnako wrote, “What happens if the bull starts panting and runs out of steam? The “small investors” who have been writing down Cramer’s latest ‘Mon back’ or ‘Sell! Sell! Sell!’ and the guys from Jersey who have taken a shine to the musky men on ‘Fast Money’ may lose their enthusiasm when they find out markets go down, too. Execs and talent at CNBC have been there, seen that. Could happen again. The news won’t be much different of FBC (Fox Business Channel), so then you’d have two channels vying for a smaller audience.

“Neil Cavuto, Fox Business’ managing editor, thinks CNBC’s going after ‘old white guys with money.’ Who will be the Fox business channel’s target viewer? Young guys with two kids in elementary school who like to play ‘Are You Diversified’ between soccer practices? Doesn’t make sense. CNNfn tried to talk to an audience beyond white guys with money by beefing up personal finance information and profiling small businesses. Yawn. Unplugged.

“Fox is already doing business shows, touting that their ratings are higher than anything CNBC’s got, but the advertisers are not very classy. Some of them are cheesy. The most entertaining of the shows is Bulls & Bears is a shout fest of stock picks, presumably reflecting the same programming skills that a Fox business channel will. The show runs an awful lot of what-look-like per-inquiry ads for garden equipment that mulches anything in sight and odd gadgets like lights that go inside drawers. Cheap ads. Cheap stuff.”

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