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Fox News’ Roster Of GOP Presidential Hopefuls A Controversial, But Smart, Strategy

» 57 comments

Fox News announced yesterday the suspension of their employment agreement with contributors Newt Gingrich and Rick Santorum as each ramps up their campaign for President. And with other potential candidates and Fox News employees (Sarah Palin, Mike Huckabee and John Bolton) being warned by the network that “as soon as each of them shows some serious intention to form an exploratory committee” similar action will be taken, one thing is clear: Fox News’ strategy to secure so many compelling newsmakers was a very smart business decision, and one that we might likely see more of in the future.

Any criticism of the arrangements seems to gloss over the fact that nearly everyone involved comes out a winner. Fox News received nearly exclusive access to national persons of interest, while each of the Republican candidates secures for themselves a platform to continually reach the largest and most favorable cable news audience. Oh, and loyal Fox News viewers surely get comfort in knowing they don’t need to turn to any other news channel to hear the latest from their favorite political pontificators.

CNN‘s John King recently admitted the frustration likely felt by many of Fox’s competitors, “when it comes to covering the early maneuverings of the 2012 presidential race, we at CNN have what I’ll call ‘the Fox problem,’” the fact that Fox News contributors cannot make themselves available to outside interviews unless they are promoting a book.

The creation of such a unique competitive advantage over its rivals, and Fox’s continued ability to leverage this strategic benefit by depriving competing networks of access to newsmakers, has certainly helped Fox strengthen its position within the cable news universe. Why watch pundits on another channel talk about Palin or Huckabee, when instead you can turn on Fox and hear directly from the source? It’s the difference between merely reporting on the news versus Fox creating the exciting perception that news can also be made during their broadcast. A very smart programming decision, though one detractors have used to try to paint the network with political strokes.

To be fair, Fox News isn’t the sole province of such a strategy: once and possibly future politicians like Eliot Spitzer, Ed Rendell, and even Joe Scarborough are in prominent positions on CNN and MSNBC. However, loading up with so many members of one political party who are still very active in political activity seems to be blazing a new trail, and a path other news operations might regret not taking first. While such a practice is great for ratings, it does no favors to dispel allegations of Fox’s right-leaning bias. Even though Huckabee is the only host of a show and the rest are merely guests in a stable of rotating commentators, with so many powerful conservative contributors to the network, defenders of the “fair and balanced” slogan have to be disappointed that the most prominent liberal contributor with a similarly political background is Joe Trippi.

Moving forward, it seems like a new era is upon us, one where in future election cycles it will be commonplace for all cable news channels to compete for the exclusive access of likely presidential candidates, so that never again does a network have a “Fox problem.” Therefore, in 2013 don’t be surprised to see Jeb Bush, possibly even Hillary Clinton and many others be the subject of bidding wars between news channels as a career in punditry benefits all while a candidate mulls their presidential prospects.

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  • Nacho

    Sounds Fair and Balanced® to me…

  • Dave Richards

    For all of you whining liberals…..

    Fox has changed the political landscape.

    Deal with it.

  • BatBoy

    Fox News strategy to secure so many compelling newsmakers was a very smart business decision, and one that we might likely see more of in the future.

    Are you “Progro-Lefties” just now getting it? It is called thinking ahead, charting a course, planning the future.
    Unlike MSNBC/CNN/ABC/CBS/NBC/NYT/WAPO/NPR whos programming is dominated what Fox news broadcasts tomorrow. Then magically over night the next day programming is nothing other “Bitching” about what Fox put on the air yesterday.

    And now King just now realizes that he and others have a “Fox problem?” He has been part of and perpetuated his own problem.
    In flyover country, we call it “digging his own grave!”

    This is to MSNBC & CNN PROGRAM SUPERVISORS: If you want your rating to increase, fire every one of “intellectual”, Ivy League staff, your on-air talents and every writer. Come out to the mid-west/mountain states, hire some people fresh out of college….our Bachelor candidates could do a who lot better than what you have going now.

    PS For now, you Progro’s will just have to stand to the side and keep trying to destroy Sarah…which has not been effective at all as she just keeps getting stronger.

  • THE REAL ROYAL KING

    I can understand canning Newt. But Santorum? Huckabee is much more advanced in the presidential possibilities. I think there was some other motive to this.

  • writer

    Who’s that woman in the picture?

  • Atticus Draco

    writer said:
    Who’s that woman in the picture?

    Really,, she’s very photogenic
    Maybe MEDIAite oughtta check into that

  • BatBoy

    writer said:
    Who’s that woman in the picture?

    She is the next President of the United States!

  • Atticus Draco

    BatBoy said:
    She is the next President of the United States!

    if there is a Gawd!

  • Lou Sarah

    “More people own ferrets than watch Fox News” – David Brooks

    “More people have sex with animals than click on Mediaite” – Lou Sarah

  • Atticus Draco

    Atticus Draco said:
    BatBoy said:
    She is the next President of the United States!

    Atticus Draco said:
    if there is a Gawd!

    ‘coz the messiah he sent,,, aint doin’ too damn good!
    He’s gotta do something to recover from that $hit!

  • Lou Sarah

    Lou Sarah said:
    “More people own ferrets than watch Fox News” – David Brooks “More people have sex with animals than click on Mediaite” – Lou Sarah

    “A lot of the clowns that inhabit this message board have sex with ferrets” – Lou Sarah

  • writer

    Whoever she is, she’s really hot.

    Duck and cover!

  • Nacho

    Sounds like Fox being the right-wing propaganda machine is an attractive draw for right wing viewers and the curious left that like to listen in on what the right are up to.

    Note to Media: Watch and learn how to Make News and Make Money.

  • ndanielson

    Lou Sarah said:
    “More people own ferrets than watch Fox News” – David Brooks

    Most ferrets have higher intellect than David Brooks, and Lou Sarah.

  • Pablo

    Even though Huckabee is the only host of a show and the rest are merely guests in a stable of rotating commentators, with so many powerful conservative contributors to the network, defenders of the “fair and balanced” slogan have to be disappointed that the most prominent liberal contributor with a similarly political background is Joe Trippi.

    What about Geraldine Ferraro and Susan Estrich and Mary Anne Marsh?

  • possibly

    Matt, you analysis is disgraceful.

    The bottom line is that never in the history of television has a news network employed five different presidential hopefuls at the same time. Fox is paying all of them huge salaries and is giving them an unlimited platform to run for president without running for president.

    This entire arrangement is rotten to it’s core.

  • BlueBunny

    writer said:
    Who’s that woman in the picture?

    writer said:
    Whoever she is, she’s really hot.

    ALRIGHT RIGHTIES! A NEW PALIN PICTURE FOR YOU TO LICK!
    WOW! I CAN HEAR YOUR PANTS UNZIP FROM HERE! SETTLE DOWN YOU WILL GO BLIND!

  • BlueBunny

    BatBoy said:
    She is the next President of the United States!

    HAHAHHAHAHHAHAHA AND PIGS CAN FLY SOMEWHERE I’M SURE!

  • Olby Sucks

    BlueBunny said:
    ALRIGHT RIGHTIES! A NEW PALIN PICTURE FOR YOU TO LICK!
    WOW! I CAN HEAR YOUR PANTS UNZIP FROM HERE! SETTLE DOWN YOU WILL GO BLIND!

    So, how long you been blind, patsy?

  • writer

    What? And give up my poster of Nancy Pelosi?

  • Olby Sucks

    TX Mulls AZ-Style Immigration Laws…

    Bout time!

  • Atticus Draco

    Pablo said:
    What about Geraldine Ferraro and Susan Estrich and Mary Anne Marsh?

    They’re gettin’ way too many lefties over there,, imo
    I swear to Gawd,, i mute Juan Williams
    Him and Marla Carlson,, i dont need to hear another word from those two,, ever again

  • THE REAL ROYAL KING

    Olby Sucks said:
    TX Mulls AZ-Style Immigration Laws…

    Bout time!

    Right. It makes a lot of sense for a state US $34 Billion in the hole due to the governor’s mismanagement to be wasting time on this.

    Hey Toll Booth, Hey Republicans: Give us a balanced budget! Now!

  • THE REAL ROYAL KING

    Atticus Draco said:
    i mute Juan Williams
    Him and Marla Carlson,, i dont need to hear another word from those two,, ever again

    You’re just following the NPR lead.

  • http://www.sarainitalyblog.blogspot.com/ sarainitaly

    ndanielson said:
    Most ferrets have higher intellect than David Brooks, and Lou Sarah.

    ok, that got a LOL!

    (why does she post on here that she is having sex with ferrets? gross)

  • ndanielson

    BlueBunny said:
    ALRIGHT RIGHTIES! A NEW PALIN PICTURE FOR YOU TO LICK!
    WOW! I CAN HEAR YOUR PANTS UNZIP FROM HERE! SETTLE DOWN YOU WILL GO BLIND!

    With all that jealousy, shouldn’t you be green bunny?

  • Harry Flashman

    The left’s collective heads will explode like New Year’s fireworks when Palin comes out swinging.

    Its been the calm before the storm. When she gets back from India she’ll declare and it will be on. In the ultimate irony the left, who have worked oh so hard to be her deadly enemies, have actually been her best friends. Had they left her alone she would have faded into obscurity in Alaska except for a book or two, which most politicians win or lose, do sooner or later.

    Instead they’ve made her an international household name. Good job guys. And your petty viciousness WILL come back to bite you. Hard.

    This is gonna be fun. I can’t wait.

    Oh, and BatBoy is right – she is the next President of the United States.

  • ndanielson

    sarainitaly said:
    ok, that got a LOL!

    (why does she post on here that she is having sex with ferrets? gross)

    He’s an opportunist.

  • http://www.sarainitalyblog.blogspot.com/ sarainitaly

    You would think, based on FOX’s success, that others would try to emulate their model of success – presenting fair and balanced coverage, opposing opinions, and actual conservative opinions. But nope….they prefer to just try and knock them down by bashing them over and over and over again from the left.

  • GATXER

    Funny no one was upset when Gen. Clark worked for Fox before he ran again.

  • ndanielson

    Harry Flashman said:
    The left’s collective heads will explode like New Year’s fireworks when Palin comes out swinging.

    Its been the calm before the storm. When she gets back from India she’ll declare and it will be on. In the ultimate irony the left, who have worked oh so hard to be her deadly enemies, have actually been her best friends. Had they left her alone she would have faded into obscurity in Alaska except for a book or two, which most politicians win or lose, do sooner or later.

    Instead they’ve made her an international household name. Good job guys. And your petty viciousness WILL come back to bite you. Hard.

    This is gonna be fun. I can’t wait.

    Oh, and BatBoy is right – she is the next President of the United States.

    All of her skeletons are out of the closet. She’s used to being attacked, so her skin is twice as thick as 0bama could ever hope to have. She has twice the executive experience, and has actually ran a successful business at a profit! That is something that 94% of 0bama, and his staff have never done. She is conservative, which means that she is not stuck on worn out ideology to please sheep or lobbyists, so she can’t be bought. She is the anti-liberal candidate all the way.

  • THE REAL ROYAL KING

    sarainitaly said:
    You would think, based on FOX’s success, that others would try to emulate their model of success – presenting fair and balanced coverage, opposing opinions, and actual conservative opinions. But nope….they prefer to just try and knock them down by bashing them over and over and over again from the left.

    I much prefer the Scandinavian countries, Iceland, the Netherlands, Luxembourg, the UK, Ireland, Belgium, Germany, France, the Czech Republic, Estonia, Latvia, Lithuainia, Poland, Romania, Hungary, Austria, Switzerland, Spain, Bulgaria, Portugal, Greece, Andorra, Lichtenstein, Monaco, Slovenia, and Montenegro to Italy, so I am no expert on Italian television. RAI when John Paul II was dying, to be sure, but that’s about it. Is there no extreme rightist Italian television network or program with which you might occupy some portion of your time? You critique would offer us valuable insight, and I would be most interested in it.

  • writer

    If you want to know the countries I am an expert on, just look at a globe.

  • THE REAL ROYAL KING

    writer said:
    If you want to know the countries I am an expert on, just look at a globe.

    Could you write up a piece on the Ivory Coast? I know virtually nothing about it.

  • writer

    Now you’re just being modest.

  • ndanielson

    THE REAL ROYAL KING said:
    Could you write up a piece on the Ivory Coast? I know virtually nothing about it.

    writer said:
    Now you’re just being modest.

    Get a room.

  • writer

    Can we get the King’s senior discount?

  • J Baustian

    I can understand why CNN would be unhappy with the FNC arrangements with potential candidates. On the other hand, eventually they will get to book real candidates.

    What I cannot understand is why any Republican, whether an elected official or a candidate for office, would appear on NBC or CBS or ABC. I don’t watch those networks — I used to but they drove me away. CBS first, during the first Reagan term, toward the end of the Cronkite era; NBC next, in the early 1990s, when every episode of the evening news carried a pro-gun-control story; and finally ABC though I don’t remember what was the final straw with them.

    But from the Media Research Center I learn about the biased and hostile questions that are directed only at Republicans. So I suggest that rather than appear on those networks and attempt to answer loaded questions, Republicans should just tell them to go to hell.

  • Truth

    sarainitaly said:
    You would think, based on FOX’s success, that others would try to emulate their model of success – presenting fair and balanced coverage, opposing opinions, and actual conservative opinions. But nope….they prefer to just try and knock them down by bashing them over and over and over again from the left.

    Fair and balanced???? I have only witnessed this from a few on Fox. If you have an opposing opinion you get shouted over. Fox is what is, a conservtive TV “News” outlet and calling the News reported News is sometimes a stretch. The bottom line letting Newt and Rick off the payroll is only a legal formality. They’ll be back after they fail. Probably at a higher pay scale.

  • Truth

    J Baustian said:
    So I suggest that rather than appear on those networks and attempt to answer loaded questions, Republicans should just tell them to go to hell.

    Obama faces this every day so why shouldn’t the Rep candidates if they are true bona fide candidates? You are like so many other conservatives. If they are not saying what you want to hear change the channel.

  • DFW

    The title is most misleading. Fox is not fielding a roster of presidential “hopefuls.” They are fielding a roster comprised of exposure-hungry: 1.) has-beens, 2.) lackluster dullards, and 3.) complete whackos. This line-up of entertaining non-presidential material is very convenient for the likes of Karl Rove and the Koch brothers, who keep the(ir) media concentrated on right-wing “personalities” while they search for a presidential candidate who would actually stand a chance against Obama. They obviously are either drawing a blank (so far), or else they don’t want to tip their hand too early (everyone remember 2007′s “President Hillary?”).

    But whether it’s Palin’s money for “speeches” or Gingrich’s money for his personal recognition (both schemes better characterized as “Money For Nothing,” with apologies to Mark Knopfler), anyone who takes either of them seriously as a presidential candidate in 2012 is either delusional or has one EXTREMELY low opinion of the behind-the-scenes Republican leadership. You don’t have to like them (I don’t) to acknowledge their evil intentions and skill. I’ve met Frank Luntz. He certainly doesn’t have the country’s interests at heart, but he’s one very smart guy for all that, and he works for the dark Side (and proudly so, considering what they pay him). He knows perfectly well he won’t be working for Sarah Palin or Newt Gingrich in a year’s time. The fact that he has not let on yet who he will be working for is, as I see it, an indication that the name will be “None Of The Above.”

    It will almost certainly none of the current roster of Fox clowns, anyway. They are just the modern version of “pay no attention to the man behind the curtain.” If the Democrats want to really know whom they will be up against in 2012, I think they’d be best advised to make a list of the Fox roster, and then turn their attention elsewhere.

  • BR

    BlueBunny said:
    ALRIGHT RIGHTIES! A NEW PALIN PICTURE FOR YOU TO LICK!
    WOW! I CAN HEAR YOUR PANTS UNZIP FROM HERE! SETTLE DOWN YOU WILL GO BLIND!

    Just because you liberals pukes like Chris Matthews do that with Obama’s picture dont think that we are all as F***ed up as you.

  • Dysanthrope

    In 2012, gas will be $5.00 a gallon. Obama and his enironmental mafia will bite the dust when the GOP candidate proposes opening and resuming gulf and Alaska drilling. It’ll be good to have someone with balls back in the oval office.

  • Garth

    Dysanthrope said:
    In 2012, gas will be $5.00 a gallon. Obama and his enironmental mafia will bite the dust when the GOP candidate proposes opening and resuming gulf and Alaska drilling. It’ll be good to have someone with balls back in the oval office.

    “…environmental mafia…” LMAO! I think you mean stormtroopers, environmental stormtroopers. Jesus.

  • Truth

    Dysanthrope said:
    In 2012, gas will be $5.00 a gallon. Obama and his enironmental mafia will bite the dust when the GOP candidate proposes opening and resuming gulf and Alaska drilling. It’ll be good to have someone with balls back in the oval office.

    You can’t win with you people. You bitch when we have a spill and bitch when we don’t drill. Deep water drilling is the best return on the investment, but the most risky. In Alaska getting the product from the hole to the market is very expensive and high risk for spill. Whether it be a Rep or Dem calling the shots which is it you want, drill or spill? When you start talking about life for our grandchildren or children you need to factor in the risk of not having all the i’s dotted and the t’s crossed before we start drilling. Like all conservative you are great arm chair quarterbacks, but when it comes time for execution of some the hard decisions you are just as spineless as everyone else. Just ask the new Tea Party electives on capital hill.

  • http://gordonbloyershow.com gordonbloyershow

    THE REAL ROYAL KING said:
    Could you write up a piece on the Ivory Coast? I know virtually nothing about it.

    You know NOTHING about anything.

  • BlueBunny

    Harry Flashman said:
    Oh, and BatBoy is right – she is the next President of the United States.

    AND YOUR JUST AS DELUSIONAL AS HE/SHE IS! BUT KEEP WISHING!

  • Wallycrawler

    …& now you know why da GOP will lose in 2012…

  • Truth

    Dave Richards said:
    For all of you whining liberals….. Fox has changed the political landscape. Deal with it.

    They have changed it alright for the worst. We never saw political mud slinging before Fox brought in all their political attack dogs. They would have to fire all these guys if we got a Rep president and and Rep congress. They wouldn’t have anything to say. What would Rush, Hannity, Gretta and all the other conservative talking heads do? They wouldn’t eat their own or would they? By the way would one of you conservative tell Huckleberry Indonesia is not a state and Hawaii is . I’m not sure why some of these Rep candidates are having such a hard time with Geography.

  • WillP

    This is an absolute mess. Fox News is run by former GOP operatives whose intention has been two fold. Give the loyal Republican party viewers what they want to see which is more exposure to GOP presidential candidates. Doing so has been very positive for ratings.
    The second piece of their plan has been to aggressively promote these candidates which is clearly accomplished on the national stage by giving them several hundred hours of airtime that would normally cost 50-100 million dollars. For a candidate such as Mike Huckabee who has historically struggled to raise money coming from Main Street not Wall Street it is critically important for him to have this platform.
    The real downside is now very transparent. How does Fox News differentiate its support for one candidate versus another? Why should one candidate be given more or less airtime than another candidate? When does Fox News decide to suspend the contract of any candidate?
    All of this controversy is a result of a poorly planned strategy to market GOP candidates. It is the absolute right of Roger Ailes and Bill Sammons to aggressively promote GOP candidates, but the execution desperately needs attention.
    If Fox News is going to continue to promote Republican party candidates on its news network then it should have a clearly defined strategy over how to address questions as I have put forward such as how to fairly divide airtime or when to suspend contracts.
    Rick Santorum is clearly not happy over the suspension of his contract while others are more fortunate. And I will not expect Sarah Palin or another candidate to respond favorably when their contract is suspended while other potential candidates remain on the payroll receiving valuable airtime to support their views and agenda.
    It will be interesting to see how all of this plays out. My guess is that they are now retroactively trying to put into place some standards. Hopefully, for the sake of Fox News, the promotion of GOP candidates will be more consistent and fair in the future. The standards will be very clear for the crop of presidential hopefuls of 2016 and other presidential elections who are employed by Fox News.

  • Truth

    WillP said:
    This is an absolute mess. Fox News is run by former GOP operatives whose intention has been two fold. Give the loyal Republican party viewers what they want to see which is more exposure to GOP presidential candidates

    Your comments are well stated and right on. The problem I have is why doesn’t Fox just come out and say it and not give us this stated “fair and balanced” BS. They represent the conservative positions period which by the way I can accept, but that is not fair and balanced. I put this on the side of deceit.

  • WillP

    I agree with you entirely. There is nothing wrong with promoting a certain agenda or point of view, but it is deceitful to hide behind a facade of fairness or impartiality. It was the great English conservative GK Chesterton who rebuked the “exaggerated theory of impartiality.” He said to be even more questionable towards newspapers (in his time) who openly claimed to be an impartial arbiter as Fox News portrays itself over the coverage of news.
    You can not watch a Fox News program without taking away a serious bias towards some combination of socially and economically conservative perspectives. These are perfectly fine views to share, but fair and balanced it is not.

  • http://www.sarainitalyblog.blogspot.com/ sarainitaly

    the FOX moniker of fair and balanced doesn’t mean they don’t have conservative hosts – they do. we all know they do. and that doesn’t mean you won’t ever get a story presented by a host that comes at it with a conservative preference – liberal media presents their news with a liberal preference 24/7.

    Fair and Balanced refers to them always presenting BOTH sides of the issues. They always have libs and conservatives on to debate together, they always have libs on as guests, the hosts will argue both sides of the issues to the guests, whatever side the guest is on. I see Megyn Kelly, do that daily – goes at each guest, from the opposing position. FOX hosts do that all the time. O’Reilly, Hannity, RedEye, Chris Wallace, etc. all have panels with both sides. They have a slew of regular liberal contributors who support the left viewpoint, daily.

    Fair and Balanced means they present you with BOTH sides of the argument/issue, and let you decide for yourself.

    I really don’t see why this is an issue or so hard to understand.

    The MSM – networks, CNN, MSNBC, etc. ALL deliver left leaning news. they always present viewpoints and stories from the left. They do not give equal time, they are NOT fair and balanced. and good luck finding any conservative hosts/anchors. Like matthews said, “we have varying opinions, left, center left…” And they attack FOX daily… just because FOX doesn’t push the same liberal agenda they do.

    The only reason it seems *bias* to you is because it is not falling in step with the Leftist agenda that you hear from every other TV station.

  • Truth

    sarainitaly said:
    I really don’t see why this is an issue or so hard to understand

    The panels are normally in sets of three 2 conservative views, one liberal. With a degree of consistency if the liberal starts to make a compelling case the host like Hannity starts to interrupt disallowing them to finish their point. Same with the focus groups. MSNBC’s Matthews does some of the same however their panels are normally one conservative and one liberal. So it normally a one on one debate not a gang fight. It doesn’t really matter it is a conservative channel and if you don’t think its conservative bias then you are blind.. I watch Fox regularly as I do the liberal media. I feel that is the only way I can make my own decision

  • http://www.sarainitalyblog.blogspot.com/ sarainitaly

    Truth said:
    The panels are normally in sets of three 2 conservative views, one liberal. With a degree of consistency if the liberal starts to make a compelling case the host like Hannity starts to interrupt disallowing them to finish their point. Same with the focus groups. MSNBC’s Matthews does some of the same however their panels are normally one conservative and one liberal.

    On Hannity there is a panel of three, but most of the others are the host, plus two guests. The news hours, Megyn, O’Reilly…

    Matthews has a panel with one conservative and one liberal? HA! That is hilarious. Search Christ Matthews on this site, and you will see how many conservative guests he has on his panels.

    Richard Wolffe and Eugene Robinson
    David Corn and Joan Walsh
    Kweisi Mfume and Josh Marshall
    Eric Boehlert and Michael Eric Dyson
    Howard Fineman and David Corn
    Cynthia Tucker and David Corn
    Cynthia Tucker, Howard Fineman, Nora O’Donnell, Kelly O’Donnell, John Harris
    Jonathan Alter and Republican strategist John Feehery – look! there’s one!
    Joan Walsh and Eugene Robinson
    David Corn and Josh Marshall

    Yea….a real wealth of conservative viewpoint on Hardball.

  • http://www.sarainitalyblog.blogspot.com/ sarainitaly

    sarainitaly said:
    The only reason it seems *bias* to you is because it is not falling in step with the Leftist agenda that you hear from every other TV station.

    Truth said:
    t doesn’t really matter it is a conservative channel and if you don’t think its conservative bias then you are blind.

    I should have wrote: The only reason you have a problem with their inclusion of right leaning bias/viewpoints is because you disagree with them, and they run counter to those delivered by the left leaning bias of every other tv channel out there – because it is not falling in step with the Leftist agenda that you hear from every other TV station.

    It was about 4:30am when I wrote that. I acknowledge they have a center right viewpoint on most of the channel. Shep and Greta are Dems. But like I said, they present fair and balanced debate all day and all night long.

  • TrollJuice

    So in other words if you want to hear lies and spin without real journalism stay tuned to Fox.

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