The sudden death of Roger Ailes (R.I.P.) yesterday is a grim omen for the network he envisioned and built. In the wake of the recent upheavals at Fox News, the conservative cable television network’s ratings are experiencing a precipitous decline from cable news leadership for the first time in the history of the channel. As the rest of the mainstream media continue their efforts to undermine and “resist” the Trump Administration, this development bodes ill for the future — not only of the unique kind of fair and balanced if right of center reporting pioneered by the Fox News Channel (FNC), but of the prospects for conservatives continuing to have a major media platform, maintain power, and advance their agenda in the months and years ahead.
The Fox News Channel launched on October 6, 1996. MSNBC, originally a collaboration between NBC News and Microsoft, had started three months earlier. Prior to mid-1996, CNN, the other competitor, was the exclusive cable news outlet in the United States, synonymous with “cable news.” It enjoyed a long monopoly in the field during which it was able to build its brand at home and abroad.
Lacking the backing of a huge well oiled news organzation like NBC or the tailwind legacy of a sixteen year international presence like CNN, FNC initially had a bit of a shaky start. But under the guidance of media and political genius Roger Ailes (the FNC CEO and Chairman), the financial support of international media mogul Rupert Murdoch’s News Corp, and with a clear agenda (“fair and balanced” reporting with a consistent respect for conservative viewpoints), after gaining wide cable and satellite distribution, Fox pulled ahead of its two rivals. By 2002, FNC had done the unthinkable, establishing itself as the #1 cable news channel in the United States. Notwithstanding its being constantly derided by the rest of the mainstream media, Fox News’s prime time ratings dominance went largely unchallenged for the next fourteen years.
The Fox News Channel’s innovative and successful approach to presenting the news in the new millennium helped to change the TV news landscape from one dominated by breaking hard news read by mostly interchangeable news readers to a model that relied on opinionated marquee personalities and colorful left/right debate. Prime time personalities Bill O’Reilly and Sean Hannity, for example, both of whom debuted on FNC the night that it started, continued to host programs in prime time, seemingly in perpetuity. CNN’s “breaking news is king” strategy, and its aging prime time host Larry King, were caught off guard.
For its part, the ill-conceived MSNBC floundered during its first decade. The channel’s original plan for some kind of interactive cable TV-online collaboration with Microsoft (one of MSNBC’s early prime time shows was the laughable nightly tech program The Site with Soledad O’Brien) was soon scuttled, and it experimented with both left and right wing hosts and anchors (Phil Donahue, Keith Olbermann, Alan Keyes, Pat Buchanan, and even Michael Savage for a short time) before settling on a hard left approach that corresponded with the rise of Barack Obama in 2008.
The seventeen month campaign trek of Donald Trump from his announcement on June 16, 2015 to his election victory appeared to institutionalize Fox’s hegemony. FNC, it was widely assumed, now had its man in the White House and it had helped to put him there. Ironically, what happened during the first Republican candidates’ debate on August 6, 2015, carried exclusively on FNC, presaged the channel’s eventual decline.
The debate was co-hosted by Fox News’s newest star, prime time anchor and special events coverage co-anchor Megyn Kelly. Her first question, directed to Trump, was provocative and incendiary:
Kelly: “Mr. Trump, one of the things people love about you is you speak your mind and you don’t use a politician’s filter. However, that is not without its downsides, in particular, when it comes to women. You’ve called women you don’t like ‘fat pigs,’ ‘dogs,’ ‘slobs,’ and ‘disgusting animals.’”
Trump: “Only Rosie O’Donnell.”
Kelly: “No, it wasn’t. Your Twitter account has several disparaging comments about women’s looks. You once told a contestant on Celebrity Apprentice it would be a pretty picture to see her on her knees. Does that sound to you like the temperament of a man we should elect as president, and how will you answer the charge from Hillary Clinton, who was likely to be the Democratic nominee, that you are part of the war on women?”
In a flash, Fox News’s popular celebrity anchor had thrown down a gauntlet, unfairly in the opinion of many, right in the face of a candidate who was quickly gaining attention and momentum with conservatives – the core of the FNC audience – and in the very first Republican debate of the 2016 election season seen by a record 24 million viewers!
The ensuing undercurrent of bad feeling between Trump and Kelly – often breaking out into the open on social media – dragged on for months. It soured many viewers on Kelly and diminished her appeal as the attractive and smart face of Fox News.
Kelly supposedly made up with Trump for a much-hyped, hour long prime time Fox broadcast network special. The forced détente, however, seemed fake. Later in 2016, Kelly wrote negatively about Trump in her memoir Settle for More, for which she was paid around $11 million according to deadline.com. In interviews to promote the book, Kelly said that she felt such fear during 2016 that she and her husband hired or were provided with armed bodyguards to protect her and her family from perceived dangers arising from her to-do with Trump.
The Women of Fox News
“The on-air dynamic of an older, not necessarily attractive, male authority figure and his lovely female guest (look, she’s beautiful and smart too!) is such a trademark of Fox News” opined LA Times television critic Lorraine Ali in an April 6, 2017 Times feature story “Scandal, sexism and the role of women at Fox News.”
Indeed, anyone with eyes and sensibility had to take note that very early on the Fox News channel was appealing to male viewers with a lineup of very attractive young women correspondents, anchors, and guests who, as Ali noted, were “smart too!”
As Chelsea Schilling writes at WND (May 2, 2017), “It’s no secret that Fox News has some of the most attractive female hosts in the business, and many fans have become accustomed to seeing beautiful, leggy women deliver the daily news. In fact, Google searches of almost every woman on Fox News reveal scores of images of the lady-hosts boldly baring their long legs.” Writing at Breitbart on April 27, 2017, Daniel Flynn refers to Fox News as a “hot-women-only cable news culture.”