Morgan’s comments sparked a backlash and sparked an investigation by Ofcom, the country’s media regulator, which received a record 57,100 complaints about its comments. But in all likelihood, Morgan won’t stay in the air too long.
Two new UK media companies – former BBC host Andrew Neil GB News and Rupert Murdoch’s News UK TV – are preparing to launch. They are expected to reproduce the controversial and personality-based political discussions that dominate US cable and talk radio, but are largely absent from British television.
And Morgan, a profile and open critic of the “awakened” culture, would be a natural fit.
“It’s definitely someone who generates advertising,” said Patrick Barwise, co-author of The War Against the BBC and professor emeritus of management and marketing at London Business School. “It would fit that model very well.”
Morgan’s next move
In a recent interview on The BBC told Neil that Morgan “would be a huge asset to GB News” and that he would be “delighted” to talk to him if he is interested.
“Could we find a role for Piers Morgan? Of course we could,” said Neil, who is the network’s founding president. “Any network that deserves its salt could find a role for a broadcaster of its caliber.”
Murdoch’s News UK TV declined to comment on whether it made an offer to the former editor of the tabloid newspaper.
“There is a strong interest in providing my services,” he told CNN Business, declining to comment on specific offers.
Not long ago, Morgan, a former CNN host, would have had fewer options. Although the UK media scene is partly defined by a free and often partisan tabloid press, its TV news channels largely frame its coverage in the middle. BBC, ITV and Sky News, maintained directly, maintain a high level of public confidence.
GB News, which launches a 24-hour news channel, and News UK TV – which has not announced details of its plans but are expected to produce more limited content for streaming – could reform the industry.
“Clearly, it intends to move the center of gravity of news broadcast in the UK to the right,” Barwise said.
“He is too good a journalist with a reputation to protect him, to want to be associated with a news channel dealing with conspiracy theories and propaganda,” BBC presenter Clive Myrie said in a lecture on news impartiality last week. “And in any case, Ofcom, the regulator, is watching.”
However, Murdoch, who also controls three major British newspapers – The Sun, The Times and The Sunday Times – is not known for avoiding a fight. Meanwhile, GB News clearly aims to move into the market, distancing itself from other London-centric shows.
GB News’ latest hires include Dan Wootton, The Sun, who coined the term “Megxit” when he announced that Meghan and Prince Harry will distance themselves from Buckingham Palace.
“I am passionate about GB News’ bold vision of bringing a fresh approach to television news and debate that embraces all voices and opinions in the UK,” Wootton said when his role was announced.
Gill Hind, a TV analyst at Enders Analysis, said GB News would “play fairness in a different way”. She predicts that some shows could tilt to the left, while others will cut to the right, showing the emergence of a bias throughout the network. But all the programs, she predicts, will revolve around knowledgeable individual commentators – a different dynamic on British television.
Can opinion TV in the UK work?
“For launching a new channel in this market that is not supported by ITV, BBC or Sky – how are you going to attract an audience in the first place? That will prove incredibly difficult,” Hind said.
Morgan’s policy tends to be unpredictable and often seems anchored in creating a kind of public response. This could be an advantage for an upstart like GB News, who will have to generate attention, Hind said.
If GB News can provide enough money but attracting it is an open question. Meanwhile, Murdoch’s close operation could make it difficult for Morgan, who could be prevented from providing a party line, according to Barwise.
“My strong expectation is that he will want a place where he can express his views and express them very strongly,” he said.
Even with Morgan on board, GB News and News UK TV would face challenges.
GB News, in particular, does not have the financial support of a larger media empire. The network has secured 60 million pounds ($ 83.5 million) from investors, including Discovery and hedge fund titan Paul Marshall, but its fate is tied to its ability to entertain advertisers away from competitors. Hind said there were “question marks” over whether the brands would want to be associated with the channel.
Eventually, it will probably reach how many Britons, comfortable with tabloid culture and some combative radio stations, are attracted to a more aggressive approach to TV news. Despite the deep polarization in the country after Brexit, there is some skepticism the British will have the stomach for it.
“A lot of people don’t want to hear that 24 hours a day,” Hind said.