Savoring Victory, Expecting Battles

    Savoring Victory, Expecting Battles 1News Corp. Chairman Rupert Murdoch Wednesday will publicly articulate his plans for Dow Jones & Co. for the first time since clinching his $5.6 billion purchase of the company last week.

    On a conference call with analysts reviewing News Corp.’s quarterly earnings this week, Mr. Murdoch also will field spontaneous questions on the acquisition.

    With his Dow Jones beachhead established, Mr. Murdoch faces skirmishes as he integrates Dow Jones and its flagship Wall Street Journal into the print, TV and Web empire he already has assembled.

    CNBC, against which Mr. Murdoch is launching Fox Business Network on Oct. 15, plans a high-powered promotional campaign featuring testimonials from such business icons as Sirius Satellite CEO Mel Karmazin. The ads will push the message, “I am American business. I watch CNBC.”

    The spots, which have begun appearing on CNBC, will spread to other NBC Universal channels this fall.

    TelevisionWeek has confirmed that Jack Welch, the former chairman of NBCU parent company General Electric, and one of the most iconic of modern business leaders, will appear in one of the CNBC spots.

    That is not expected to render Mr. Welch exclusive to CNBC. The former GE boss didn’t let a previous agreement to make quarterly appearances on CNBC keep him from making appearances on Fox News Channel.

    “He can say he watches CNBC a lot, but you’re going to be seeing his face a lot on Fox Business Network,” said a Fox News insider who, like others consulted for this story, declined to speak for attribution before their bosses have spoken.

    Mr. Karmazin himself is booked to appear on Wednesday’s edition of “Your World With Neal Cavuto,” Fox News’ flagship business program.

    That Fox source said CNBC’s image campaign seems aimed at Wall Street, while Fox Business Network will be aimed at Main Street.

    Savoring Victory, Expecting Battles 2

    [Via TV Week]