Filed under: Launches, Television, Competitive strategy, General Electric (GE), News Corp’B’ (NWS), Media World

On October 15, the latest challenge to General Electric (NYSE: GE)’s CNBC network dominance of business programming via cable television, the Fox Business Network, will sign on for the first time. And while CNBC President Mark Hoffman is taking the public stance that it is business as usual, he’s not fooling anyone. As demonstrated by News Corp (NYSE: NWS)’s Fox News Network whomping of CNN, the newcomer can be a market changer. News Corp’s recent acquisition of Dow Jones, including The Wall Street Journal, gives it yet more ammunition for its assault.

At stake is a juicy demographic, viewers well above average in income and in their prime consumption years (25-54), according to Nielsen Media Research. TVWeek estimates CNBC’s current take from advertising at $250 million per year.

Heading the assault on CNBC is Roger Ailes, the guiding force behind Fox News. In an interview with the Journal (subscription) today, Ailes dodged one of the most interesting questions: Can Fox find a way around the WSJ’s current agreement to share content with CNBC, which won’t expire until 2012? Integrating the WSJ content and brand into the new network could allow Fox to quickly leapfrog CNBC.

One message that seems clear from the Ailes interview: he doesn’t intend FBN to bottom feed, but compete for the same demographic as CNBC. At the same time, when I look at some of CNBC’s schlocky prime-time offerings, I have the impression that network has already undergone some Foxification.

FBN will launch with only one-third of CNBC’s viewership, but its leverage should allow it to quickly bully its way into more cable packages. As the internet continues to steal away investors interested in timely business news, the race between the two may be decided on entertainment value, a coin both sides know how to employ. Check out the pretty people already on-board for Fox. Not a Paul Kangas (one of my favorites) among them.

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This entry was posted on Monday, October 8th, 2007 at 2:38 pm and is filed under Stocks Money News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.