Battle Rages Between Fox News and MSNBC

The New York Times ^ | April 3, 2003 | JIM RUTENBERG

[Willie Green]

For education and discussion only. Not for commercial use.

The Fox News Channel and MSNBC have been fighting it out for the hearts and minds of American television viewers. Now the battlefield has spilled over from news coverage to advertising and promotions.

On Sunday, Fox News covered the plight of Peter Arnett, the war correspondent for MSNBC, NBC News and National Geographic Explorer. In an interview on Iraqi-controlled television, he said, among other things, that the American war plan had failed.

On Tuesday, MSNBC reported on the plight of the Fox correspondent Geraldo Rivera, who ran afoul of military commanders for mistakenly giving away the position of the United States troops he was accompanying.

After consulting with the Pentagon, where officials wanted Mr. Rivera to leave Iraq, Fox News, which is owned by the News Corporation, decided to pull Mr. Rivera from the country.

MSNBC also broadcast a promotional spot, vowing that it would never "compromise military security or jeopardize a single American life." Fox News took that as a dig at Mr. Rivera.

But MSNBC said it made the spot during the 2001 military campaign in Afghanistan.

MSNBC is owned by the Microsoft Corporation and General Electric, which also owns NBC.

Yesterday, Fox producers complained to MSNBC over its report that Mr. Rivera had been told to leave Iraq by the United States military when Fox had, in fact, removed him on its own. The complaint was not greeted politely.

So Fox News Channel unleashed a promotional spot that showed Mr. Arnett's Iraqi TV interview as an announcer said: "He spoke out against America's armed forces; he said America's war against terrorism had failed; he even vilified America's leadership. And he worked for MSNBC."

Alluding to an old branding campaign in which MSNBC called itself America's News Channel, the advertisement went on to say, "Now, ask yourself, is this America's news channel."

Then, the spot flashed the Fox slogan, "Real Journalism, Fair and Balanced."

A spokesman for MSNBC said: "I find it outrageous that Fox runs this promo and continues to employ Geraldo Rivera."

[Willie Green]

Go Fox Go!!!

[Keith in Iowa]

pMSNBC has ratings envy!!

[Mr. Mojo]

Battle? Puh-leeze. Fox is annihilating those idiots.

[noutopia]

Fox wins !!!!!!!!!!!!!!!!!!!!!!!!!

[thatdewd]

The Fox News Channel and MSNBC have been fighting it out for the hearts and minds of American television viewers.

Looking at msnbc's ratings, it doesn't look like much of a battle.

[af_vet_rr]

Fox is ripping them apart - Rick Leventhal and Greg Kelly alone are worth MSNBCs entire group of embedded reporters.

[martin_fierro]

While I'm all for FOX's trouncing MSNBC in the ratings, I would like to hear them (FOX) make SOME mention of what's up with Whorealdo (right before they can his a$$).

[dixiechick2000]

MSNBC is the Republican Guard of television...

[Ernest_at_the_Beach]

Yes, they spent a lot of time with both tonight!

Much more than I have seen before!

[Joe Boucher]

I wasn't aware that msnbc was owned by microsoft(the evil empire run by the devil himself).
No wonder I never watch the network except to watch Imus when I can.
FOX, thanks Mr. Murdoch.

[Elijah27]

I haven't heard anything new about Geraldo other than Fox was removing him...did they? Or is he "all the way to Baghdad"-bound?

[kjam22]

I haven't heard anything new about Geraldo other than Fox was removing him...did they? Or is he "all the way to Baghdad"-bound?

He's now in Damascas. Our troops will be along in a few months. :)

[Minty]

Like Ollie says: "Fox Rocks!" If PMSNBC wants to out Gerardo, I say keep him.

[rintense]

Exactly! CNN and MSNBC aren't fit to lick FNC's boots. FNC has the best military experts and exclusive access to info from the Pentagon. The soldiers love FNC- as they have stated themselves on screen.

[nutmeg]

Fox is ripping them apart - Rick Leventhal and Greg Kelly alone are worth MSNBCs entire group of embedded reporters.

I totally agree. Leventhal's and Kelly's reports have been absolutely stunning at times! I've e-mailed FNC several times with glowing comments.

Comments@foxnews.com and/or Viewerservices@foxnews.com

[nutmeg]

FYI

[Extremely Extreme Extremist]

MSNBC is a joke.

[TADSLOS]

Fox : MSNBC as 3rd ID : Medina Division

[stanz]

I will still watch Rob Morrison - -eye candy.

[Cincinatus]

MSNBC also broadcast a promotional spot, vowing that it would never "compromise military security or jeopardize a single American life."

What did they think they were doing with that Peter Arnett "interview"?