TJ WalkerTJ Walker Success

The Coca-Cola Problem of Cable News #mediaanalysis #strategy #business

25 Apr 2026 · 0 min

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TJ Walker explains why CBS's plan to launch a Fox News-style channel will fail. He compares it to trying to sell a new cola against Coca-Cola: the original already owns the market and viewers' habits are locked in. A Fox News knockoff has no path to success.

CBS seems to be making a bet that what America needs is yet another version of Fox News. But here's the problem: Fox already exists and it's dominating its lane. Trying to build Fox News Lite is like launching a new cola company and hoping people forget Coca-Cola exists. That's not how markets work, and it's especially not how television works, where habits are everything and loyalty is already baked in. Ultimize. Ultimize.

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