Fox News to license "Ruthless" podcast as part of digital expansion
Why it matters: It's the first time Fox News has licensed a podcast.
State of play: Fox News has created a "new media" division that will house all of its opinion and non-news podcasts, as it invests more in that type of audio programming.
The new media unit will be overseen by Fox News Digital president Porter Berry, who will also take on social media as part of his portfolio.
Porter will report to Fox News CEO Suzanne Scott, as well as president and executive editor Jay Wallace.
Catch up quick: The "Ruthless" podcast, which launched right before the 2020 election, has become a popular entertainment news show for conservatives.
It's hosted by public affairs executives Josh Holmes, Michael Duncan and John Ashbrook, as well as Shashank Tripathi, who is known for his witty political posts online under the pseudonym "Comfortably Smug."
The podcast has become a hit among conservatives looking for an irreverent and digestible political talk show, somewhat akin to "Pod Save America" on the left.
Zoom in: As part of the deal, the four "Ruthless" podcast hosts will serve as Fox News contributors, per Berry.
Berry says Fox News is focused on making "Ruthless" a top podcast — "the biggest and best show that it possibly can be."
Between the lines: The new media unit is part of a bigger effort to expand Fox News' opinion podcast slate beyond current offerings.
The "Ruthless" deal suggests Fox News could license more shows as part of that expansion, while continuing to invest in its own.
An example Berry noted of an opinion podcast performing well for the network is "Will Cain Country," hosted by Fox News anchor Will Cain.
Flashback: Earlier this year, Fox News parent Fox Corp. acquired Red Seat Ventures, a creator company that supports a slew of conservative opinion podcasters, such as Megyn Kelly and Tucker Carlson.
That business will continue to operate separately from Fox News Media and Berry's new media unit.
The big picture: Since Scott became CEO seven years ago, Fox News has pushed aggressively to diversify its business away from being solely reliant on cable revenue.
This year, it's projecting $500 million in revenue for its non-cable TV businesses, Axios reported.
That revenue comes from new media ventures, such as audio and podcasting, as well as digital video, books and streaming.
Under Scott, the network has broadened its aperture to include more digital lifestyle products that can attract a bigger audience.
What they're saying: In a statement, Scott said the deal is "a natural extension of our powerhouse brand as audiences reshape how they consume quality content."
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