The LA Times’ Matea Gold writes about Don Imus maybe joining FBN…
The provocative and popular radio host is in final negotiations with the financial news network, which plans to simulcast his syndicated early-morning radio show, possibly from 3 to 6 a.m. Pacific time, as MSNBC did, according to a source familiar with the discussions. No deal is in place yet between the two parties, but if the talks conclude as anticipated, the arrangement could start sometime in September.
What this story or Mediaite’s analysis of said story doesn’t say: If this goes through, this should be seen as a capitulation by FBN to CNBC. It’s not getting the viewers. And it’s enough of a problem that FBN would seriously entertain the notion of blowing away its brand and abandoning business viewers by putting a bomb thrower like Don Imus on the air.
Sure, it should add viewers to FBN’s struggling ratings. But at what cost? Whatever gains FBN gets by putting a non-business show on the air…and don’t let that FBN insider’s quote to Mediaite (“An insider tells us the show would “incorporate more business elements” if it was simulcast on FBN.”) fool you…there’s not that much wiggle room for FBN in regards to altering Don Imus’ format, considering he still has to answer to his radio listeners who don’t tune in for business news…the bottom line is despite whatever gains FBN gets in ratings, they’re more than offset by the undermining of its brand.
The early morning hours are where the overseas markets are covered and overnight business news revealed ahead of the day’s open. Currently FBN goes head to head with CNBC in this time period. If Imus joins FBN, CNBC gets nearly exclusive coverage and retrenches its “claim” as the “real” business news leader. That’s a big deal, no matter how FBN would try and spin it. I would expect CNBC to make a lot of hay out of this. And why not? This would be a sign of weakness and, by my scorecard, the first real mis-step FBN would have made since launch. Can you see Imus talking S&P or The Fed or Sarbanes-Oxley? I can’t.
This move would also be seen in some quarters as a slap at Alexis Glick, though I’m sure FBN would move quickly to see that story doesn’t take hold, given her stature at the network, by repositioning her somehow. It’s her timeslot that would be gutted here. She would only be doing the 9-10 am hour, unless FBN intervenes somehow.