Blog ››› ››› MATT GERTZ
Bill O’Reilly, the king of cable news, has fallen. He was a victim of his own monstrosity. The network that had willingly written large checks on his behalf to make the women he had sexually harassed go away withdrew its support after the payments were revealed and his show’s advertisers ran for cover.
The O’Reilly Factor was the linchpin in an evening lineup that was once the most stable in the industry. But in less than a year, O’Reilly, Greta Van Susteren, and Megyn Kelly have all left or been shown the door, along with the man who hired them, former Fox chairman and CEO Roger Ailes. The only remaining host from the 7 p.m. to 11 p.m. Eastern Standard Time block the network was rolling out a year ago is Sean Hannity.
Removing O’Reilly gave the network’s top executives the opportunity to dramatically reshape their network’s programming. But the new evening lineup, which debuts tonight, presents as much of the status quo as possible -- O’Reillyism without O’Reilly. The result will test whether hosts actually matter at Fox, or whether the network’s audience will sit for any pro-Trump conservative put in front of them.
Since Fox’s inception in 1996, O’Reilly has been the anchor of the network’s ratings and the keystone of its “fair and balanced” mantra with his so-called “No Spin Zone.” After an undistinguished career as a broadcast newsman, O’Reilly used his position at the newly launched Fox to reimagine himself (falsely) as a son of working-class Levittown, Long Island, who was looking out for “the folks.” His show became the platform for his “culture warrior” mentality, presenting the average American as under constant attack by never-ending waves of elitist secular progressives who hate Christianity and traditional American values and want to reshape the country in the image of Western Europe.
Fox’s executives were not ready to lose O’Reilly -- earlier this year, they signed him to a new deal through 2020 with a raise to an annual salary of $25 million, in full knowledge that The New York Times was investigating the network’s sexual harassment payouts. They were betting that his high ratings, which spill over to the benefit of the rest of the evening’s programming, would be difficult to retain with only the other personnel they had under contract.
Tucker Carlson, Jesse Watters, and Eric Bolling, the three hosts who will benefit the most from the shakeup, built their careers at Fox by imitating the same “culture war” racism and misogyny O’Reilly helped weave into the network’s DNA. Like O’Reilly, each has gained attention during the presidential campaign and the early days of Donald Trump’s administration as stalwart supporters of the president.
Where each rising Fox star's O’Reilly imitations fall short, however, is in their ability and skill in grounding their commentary as coming from a working-class “man of the people.”
Carlson, who spent virtually his entire life living among the elite, is the son of a U.S. ambassador and former head of the Corporation for Public Broadcasting and the stepson of a scion of the Swanson frozen foods empire. He has hosted shows at two other networks and remains known for the bow-tied prepster image he cultivated at CNN.
While Bolling grew up without Carlson’s privileged background, he evinces an on-air contempt for the working class rooted in his previous career as a commodities trader on the New York Mercantile Exchange, where he eventually became a member of its board of directors. And Watters, who spent his career as an O’Reilly minion, conducting ambush interviews of the leading Fox host’s various perceived enemies, bills himself as a “political humorist,” not a commentator.
None of the three has O’Reilly’s on-air presence or skill. But Fox’s hope is that aping O’Reilly is enough to keep his audience on board.
Fox’s promotion of three white, male, grievance-mongering Trump sycophants is no accident. The network had other options available. Executives could have given a show to Dana Perino, a more substantive conservative who has been much more skeptical of Trump. They could have tried to pivot to airing more hard news by promoting one of the reporters who contribute to the flagship news program Special Report.
They could have even tried to bring someone in from outside the network, though admittedly it’s hard to imagine that journalists are banging down the doors to join a network mired in a year-long series of sexual harassment reports.
No, instead, Fox doubled down on pro-Trump racism, sexism, and xenophobia because that is what the network wants to put on its airwaves. Its executives are priming the resentment pump because they think O’Reillyism will keep their audience coming back for more.
Without O’Reilly, we will now be able to see whether Fox’s audience is stable and willing to keep watching no matter who hosts the network’s programs, or whether O’Reilly’s talent was the key factor in retaining his viewers.
If the network’s ratings stay the same, -- or even improve -- it should be cold comfort for Fox’s executives. They kept O’Reilly around, even though they knew about the many reports that he was sexually harassing his colleagues, because they thought he was essential for the network’s ratings. If that turns out not to be the case, they enabled a predator for no reason at all.
Images by Sarah Wasko.