But let’s say Fox—the ratings leader in cable news for seven straight quarters—has 50 percent of the bodies available at CNN, but the same 24 hours of news to fill. We would expect that difference to show up somehow in the news formula. How? Well, you can repeat yourself more often. This brings marginal costs for a minute of recycled news closer to zero. But dilution is a bad solution because we then have less reason to watch you. So how do you do news that costs less per hour, and gives viewers more reason to watch? Gross says:
"It wasn’t that they were toeing some political line… it was that the facts of a story just didn’t matter at all. The idea was to get those viewers out of their seats, screaming at the TV, the politicians, the liberals — whoever — simply by running a provocative story."
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Now remember Fox News Channel’s lineage, which is entertainment. Why do the searchlights remain in the news logo at Fox? Top left corner: go look. What is that? It’s imagery handed down from Twentieth Century Fox, the fabled Hollywood studio.
CBS, NBC, ABC (entertainment companies too) gave birth to news divisions at a time when “public service, at a loss if necessary” was a serious starting point— and for hard-headed, practical reasons. Imagine: the threat of government regulation and even—so wild, this part—losing your license if you gave really terrible service in news. Don’t laugh. That was a big deal then (early 1960s).
By the time Fox came into the game (1990s) these were not serious threats. So the birth certificate lists Hollywood and Politics (via Ailes), parents. The baby is Fox journalism. High minded public service was not, as it is said, present at the creation. If you don’t understand why that is a point of pride at Fox, then you don’t get what the operation is about. This gives Fox a different feel, an edge, and the edge is the subject of Gross’s letter.
Simply by running a provocative story. Almost all Murdoch properties identify themselves to us by means of the oldest marketing strategy there is: shock and awe, hype and miracle, outrage and scam, the language of screaming headlines. It’s not just information with more excitement pumped into it (although that is true too) but also excitement as information. Get those viewers out of their seats. It’s the wow effect. It’s the tabloid mind. It’s the blare. (Fox is louder than other networks, volume wise. Ever notice that?) It’s the hype level per unit of information. There’s swelling music on all news networks; when it swells to extremes it’s Fox. All networks employ eye candy. If everyone who can be eye candy is eye candy, then it’s probably Fox.