Marketplace: 'American Idol' to the Rescue

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ALEX CHADWICK, host:

Back now with DAY TO DAY. It's been a frosty fall for the FOX Broadcasting Network - no hits among its new shows. The World Series coverage didn't attract a very big audience, and now the network is stuck in a controversy over its decision to air a two-part interview with O.J. Simpson next week. We're joined by MARKETPLACE's John Dimsdale. John, how about this O.J. Simpson interview as a business decision for Fox?

(Soundbite of laughter)

JOHN DIMSDALE: You know, I think it's going to be a good test of whether there's any such thing as bad publicity when you're trying to generate some marketing buzz. The interview is scheduled for the last few days of the November sweeps period. That's the make-or-break time when stations or networks set the audience benchmarks for what they can charge for commercials. And Fox is hoping that a lot of people tune in next week so they can salvage the lackluster season.

But you know, some stations are already beginning to bail out. Of the 200 total stations in the network, nine say they will definitely not air the interview, and other groups of affiliates are considering dropping it, as well.

CHADWICK: We'll note that the O.J. Simpson interview is such a tawdry prospect it falls below the standards of the Fox News Channel on cable, this sister station, which has been complaining about it.

DIMSDALE: That's right. One of their most popular program hosts, Bill O'Reilly, has called it indefensible. He says he's going to boycott any of the sponsors of the show. Some are predicting that Fox will just have to reconsider airing this interview altogether. Tom Rosenstiel, the director of the Project for Excellence in Journalism, doubts that Fox will go through with it.

Mr. TOM ROSENSTIEL (Director, Project for Excellence in Journalism): Fox is doing something that's not that unusual during sweeps periods. That thing is called stunting, and it's when you program something that is so alarming or ghoulish that people, a bit like a car accident, tune in to look. This case, however, seems to be a bridge too far. There's a backlash here against Fox from its own stations, from its own personnel. I wouldn't be surprised if Fox decides to chuck the whole thing before it's over.

CHADWICK: John, are Fox's ratings in such a slump that it really has to take risks like this?

DIMSDALE: Well, they are - it is kind of a Hail Mary pass for them, but there is this business term called synergy. You know, on paper it looks possible that they could pull this off. Two days of a high-profile interview generates good ratings and publicity for the release of the book, which is right after - comes out right after the interviews. And, you know, the book's publisher - part of HarperCollins - is owned by News Corporation, and News Corporation owns Fox Broadcasting Network, as well.

Coming up on MARKETPLACE, we're going to find out how some companies have figured out a way to mix philanthropy and profit.

CHADWICK: Thank you John, John Dimsdale of public radio's daily business show MARKETPLACE, produced by American Public Media.

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