Today the news that Berkshire Hatthaway was going to make the biggest acquisition in its history with the planned purchase of Burlington Northern showed a striking difference in how FBN and CNBC cover the story in the mornings in a new Imus world. CNBC had Becky Quick interview Warren Buffett live on Squawk Box. Meanwhile, FBN has only been able to deal with the story within the confines of the Imus in the Morning framework. That means business updates and, right now, Dagan McDowell, talking with Imus about it. Neil Cavuto apparently phoned in earlier to the Imus program to talk about the deal. But where’s the obligatory Buffett interview? Delayed apparently. Liz Claman will interview Buffett at 3pm today. That’s nearly seven hours after CNBC had him. Seven hours. In business news terms that’s an eternity.
FBN has been locked in a Buffett war with CNBC since it debuted. I have to believe that if Imus wasn’t on the air right now, FBN would have handled this story differently. All the FBN talent that have talked about this story have used the same superlatives to describe the deal that their CNBC competition have used. But the difference is the appearance, or lack thereof so far in FBN’s case, of Buffett himself. Setting aside the question of whether Buffett would even agree to appear on Imus, if it was me running things, I would have dumped out of Imus for however long it would take Claman to interview Buffett and then return to Imus. Putting a Buffett interview on at some point once Imus is off the air, nearly seven hours after CNBC had him, puts the network in an un-necessary disadvantage. Anyone watching the two networks this morning will see the difference in coverage and see which network had all its thrusters firing and which network didn’t because it couldn’t.
Update: At around 8:50 am, Alexis Glick was on with a Biz update and mentioned the Buffett news. For the first time, some quotes from Buffett were used. I guess FBN thinks that’s enough to tide business viewers over until 3pm…nearly 7 hours after CNBC had Buffett. Sigh…