On air personalities such as Greta Van Susteren and Megyn Kelly became stars and sustained that high wattage.
Both have legal backgrounds which usually don't make for a powerful connection with audiences. But thrive the two did.
That was then.
Now, Van Susteren announced on Twitter that she is "out" at MSNBC. She fled there after Ailes, whom she supported, was squeezed out. There were four months between jobs.
Then she joined MSNBC. Currently its rankings are on an upward trajectory. However, that momentum didn't help Van Susteren.
In her six months at MSNBC, her show couldn't pull out in front of her competition on CNN and Fox News. Here are the details from the Daily Mail.
Since she is 63 - old in television time - she may have difficulty finding another on air spot. Television can be especially cruel to females.
Meanwhile, at NBC, Kelly has failed to catch on in prime time (7:00 P.M. Sunday).
In the four weeks that her "Sunday Night" has been on, the ratings keep declining each week. She can't pull ahead of '60 Minutes" and "America's Funniest Home Videos."
The problem, I have a hunch, is that Kelly can't make the transition from a partisan cable venue to an old-line network.
Kelly's on air persona seems too glam, too blonde, too distant and unable to enter the homes of the audience. At Fox News, Ailes had invented the formula of the beautiful blonde with the long longs as on air personality. Back then it worked.
But times change. Also, these two former celebrities have changed their channel, literally speaking.
My prediction is that Kelly will fare even worse in the 9 A.M. slot in the fall. She's not the kind of person we want to share our second cup of coffee with.
Is the unthinkable thinkable now: Kelly could get the boot from NBC? That could be possible, couldn't it?
She also is no spring chicken. She could always return to practicing law, as can Van Susteren. Kelly had been an associate at the high-profile law firm Jones Day. Or both can teach media law at a law school.
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