Slow Burn: The Rise of Fox News | Episode 2: A Network for Normal People

Release Date: September 25, 2024
Host: Josh Levine
Guest: Bill McCutty

Introduction

In the second episode of Slow Burn's 10th season, host Josh Levine delves into the formative years of Fox News, tracing its origins from the precursor network "America's Talking." This episode, titled "A Network for Normal People," explores Roger Ailes' vision, the challenges faced during the network's inception, and the intricate dynamics that set the foundation for what would become a dominant force in American media.

Contest and Early Days of America's Talking

[00:30 - 04:47]
The episode opens with the story of Bill McCutty, who, in the spring of 1994, participated in a nationwide competition sponsored by NBC's new cable channel, America's Talking. Despite originating from an advertising background and pursuing stand-up comedy, Bill was selected as one of the twenty finalists out of over 10,000 entries.

Notable Quote:

"Can I help you? Do you think I'd make a good talk show host? If that's how you feel, I'm sure you could do anything you wanted to." – Bill McCutty [01:20]

Bill's journey culminated during a special TV event where participants showcased their hosting talents live, with none other than Ed McMahon serving as the master of ceremonies. Amid the streaming O.J. Simpson chase coverage, Bill was announced as the contest winner, thrusting him into the early days of America's Talking under the mentorship of Roger Ailes.

Roger Ailes' Vision and Leadership

[05:02 - 12:10]
Roger Ailes, a seasoned television producer with a history in political advertising, was appointed to spearhead America's Talking. Despite the network's whimsical show titles and non-political facade, Ailes harbored ambitions for a more impactful media presence. His previous ventures, including producing the Mike Douglas Show and advising Republican candidates, positioned him uniquely to reshape cable television.

Notable Quote:

"I think that my primary qualification for running a news channel is that I don't have a degree in journalism." – Bill McCutty [06:07]

Ailes aimed to create content that resonated with everyday Americans, emphasizing relatability through talk shows that addressed common concerns and interests.

Building America's Talking

[13:02 - 21:02]
Under Ailes' leadership, America's Talking launched on July 4, 1994, with a lineup of diverse talk shows such as "Bugged," "What's New?," and "Am I Nuts?" These programs, though seemingly random, were strategically designed to engage viewers by tapping into everyday questions and topics.

Notable Quote:

"It's America's Talking. The first all talk network dedicated to what America is talking about. The first ever daily national conversation." – Bill McCutty [17:36]

The network's approachability was further exemplified by hosts like Terry Anzer, who navigated the fine line between informative journalism and the performative aspects dictated by Ailes' directives.

Transition to Fox News

[21:20 - 35:07]
Despite initial enthusiasm, America's Talking struggled with low ratings and lacked a clear identity. In 1995, a pivotal shift occurred when NBC's cable division, under pressure, struck a deal with Microsoft to rebrand the network as MSNBC. This move infuriated Ailes, fueling his desire for a stronger, more assertive media outlet.

Ailes found an ally in Rupert Murdoch, whose acquisition of significant media assets provided the necessary backing to realize the Fox News Channel. On January 30, 1996, Fox News was officially announced, promising "fair and balanced" journalism—a mantra that would later be scrutinized.

Notable Quote:

"I think he felt a real kinship with Murdoch. They're both kind of pirates, they're both buccaneers. And he knew he and Murdoch were really politically aligned." – Bill McCutty [29:55]

Early Challenges and Internal Conflicts

[35:07 - 54:30]
Fox News' inaugural moments were marred by missteps, notably the infamous Super Bowl halftime show incident in 1997, where fake news alerts confused viewers by interrupting the festivities. This blunder highlighted the network's struggle to establish credibility amidst ambitious but flawed attempts at innovation.

Moreover, internal tensions surfaced as journalistic integrity clashed with business imperatives. Don Daler, Fox's investigative correspondent, faced significant pushback when his story on affirmative action was excessively edited to align with perceived viewer preferences. This conflict underscored the prioritization of audience appeasement over objective reporting.

Notable Quotes:

"Roger Ailes was tearing Tom down... You have to let me out of my contract or this is going to the New York Times tomorrow." – Don Daler [50:41]

"We're a brand new news operation; we have not even begun to establish our credibility." – Josh Levine [35:38]

The Culture of Fox News

The episode delves into the culture fostered by Ailes within Fox News, emphasizing loyalty and a business-centric approach over traditional journalistic values. Female reporters like Terri Anser and Edie Donahey navigated demanding roles that often required them to conform to specific aesthetic standards, reflecting broader issues of gender dynamics within the network.

Notable Quote:

"Zero women went from America's talking to on air roles at Fox News. Not one. All the men had a shelf life and the women were as disposable as tissue paper." – Bill McCutty [34:29]

Conclusion

"A Network for Normal People" provides a comprehensive look into the strategic decisions, personal ambitions, and cultural shifts that shaped Fox News in its early years. Through firsthand accounts and insightful analysis, the episode paints a vivid picture of how Roger Ailes and Rupert Murdoch's collaboration transformed a struggling cable channel into a powerhouse with a lasting impact on American media and politics.

Notable Quote:

"If you aren't already a Slate Plus member, please consider joining. You'll be supporting Slate's independent journalism..." – Josh Levine [54:30]

Key Takeaways

• Roger Ailes' Influence: Ailes' background in political advertising and media shaped Fox News' approach to blending entertainment with news, prioritizing viewer engagement and loyalty.

• Cultural Dynamics: The network's internal culture emphasized business objectives and audience appeasement, often at the expense of journalistic integrity and gender equality.

• Strategic Partnerships: Collaborations with media moguls like Rupert Murdoch were instrumental in securing Fox News' position in the competitive landscape of American cable news.

• Early Missteps: Initial controversies, such as the fake Super Bowl news alert, highlighted the challenges Fox News faced in establishing credibility and balancing innovation with reliability.

Additional Resources

• Books and Documentaries: For a deeper understanding of Roger Ailes' role and Fox News' evolution, refer to Gabriel Sherman's biography "The Loudest Voice in the Room," the documentary "Dark Genius," and the series "Divide and Conquer."

• Slate Plus: Subscribers can access exclusive content, including behind-the-scenes insights and bonus episodes that expand on the themes discussed in this episode.

Production Credits:
Written and reported by Josh Levine, executive produced by Lizzie Jacobs, with contributions from Sophie Summergrad, Joel Meyer, Rosie Belson, and others. Special thanks to Rachel Strom, Patti Smith, and additional Slate team members for their support.

Join us next week as Slow Burn continues to unravel the intricate history and influence of Fox News in shaping contemporary American discourse.