Don Imus has had two and a half years to chill. Monday morning he's back with a vengeance on Fox Business Network where he's been doing his show all week to work out the bugs before Monday's debut.
Imus can just sit back and let ratings get revenge on MSNBC for dumping him. "Morning Joe's" going to take a real hit. And not just a one-time curiousity hit. As soon as I heard Imus had a deal with FBN, I knew it was curtains for Joe and his MSNBC show. And Joe is what I watch. Okay, I'm getting hyperbolic. And I don't even like the crusty, egomanical, irascible asshole. Fox & Friends will lose some viewers to Imus but it's still all in the family. The rest of AM talk TV probably will experience a drop. I don't know how much or how consistent.
What's more the move raises FBN's profile big time. It doesn't take a Stephen Hawking to deduce it's a win-win for Fox. New distribution, new subscribers, media buzz, ratings boost - after two years of sucking hind tit to CNBC.
NYO's Felix Gillette stirs the pot quoting Imus blabbing on a recent radio show:
“You can nearly see our old office at NBC from here.. I’m just wondering if they ever found the cocaine in there. It was hidden in the walls.”
These days, of course, many of Mr. Imus’ new coworkers are locked in a multiheaded feud with NBC and would probably like nothing more than to see a team of drug-sniffing police dogs descend on the professional home of the likes of Keith Olbermann. But unleashing Don Imus to compete against NBC, the media company that shunned him in his time of crisis, might be even better.
“I don’t know to what degree Fox will let him nurse any grudge he has at MSNBC while he’s on FBN,” said Aaron Barnhart, the TV critic for The Kansas City Star. “But if the past is any precedent, I’m pretty sure they’ll say, ‘Don, let it rip.’”
Fox isn't openly encouraging Don's revenge. Why should they? They're in the catbird seat already. I figure Don's got a long rope to be Don. I hear from inside sources that Felix Gillette had no access to FOX Business or Don Imus which might be why he made up the ridiculous story about MSNBC/FBN. A Fox insider indicates there is no merit to Felix's story.