Fox News Channel launched a new Business Network today, creatively named Fox Business Network (FBN), and available in almost 30 million homes. In the ever-competitive cable news market, Fox is trying to fish for viewers in a most unusual way:
Fox News Executive Vice President Kevin Magee, who’s in charge of FBN’s day-to-day operations, says it doesn’t want to trade blows with CNBC, (GE) or even Bloomberg TV, the current channels of choice for financial market watchers…Instead, his new business channel aims to draw viewers “from soap operas, game shows — any place we can.”
FBN executives hope to do that with personality-driven programs heavy on personal finance and with stories offering business insights into general interest news. There is some traditional market news, along with an on-screen crawl showing the latest stock prices.link
But you know what they really have? What they’re using to chum the waters?
Hot chicks, duh.
Almost all of the on-air talent that’s plugged on the site are skinny, youthful beauties like Shibani Joshi (a former model in India), Cheryl Casone (a former flight attendant), Jenna Lee (she played Division One softball in college), and Nicole Petillades (she loves slalom waterskiing!). link
Of course, the foxy ladies are also quite talented. Take Ms. Joshi, for example:

Shibani Joshi, based in New York, joins from her role as a reporter covering breaking news for News 12 Westchester. Before this, Joshi was a producer for Reuters Television and TIMES NOW, the joint venture news channel with The Times of India, where she was responsible for producing news packages and interviews broadcast all over India. Joshi has also served as a contributing writer for ABCNews.com and ABC News Now covering business and technology stories. She began her journalism career as a news production assistant at CNNfn where she contributed to Lou Dobbs Moneyline and CNN Money Morning. link
I think I read about an MBA from Harvard to cap that sweet resume, so, you know, I’m not hating the beautiful. Much. And networks are notorious for playing up the youth and sex appeal of female anchors. But this crew is exceptionally young, and Fox is blatantly plastering their glamor shots everywhere. Is this sort of business plan a harbringer for Naked News (NSFW!!) on network TV? Doesn’t seem so far-fetched, does it?
More on the the FBN at Adweek, USAToday, Forbes, DealBreaker, etc.



