• Daily Finance, Monday, October 5, 2009 10:56 PM

The first simulcast of "Imus in the Morning" aired yesterday on Fox Business Network under a new multiyear deal. Don Imus may not be particularly conservative, but he's a good ideological fit with the Fox organization, in that he lives "to tweak politically correct sensibilities and harbors weird, illogical pet obsessions," says Daily Finance.

Whether Imus's peculiar potpourri of politics, sports and "other" appeals to business-news viewers is an open question. But perhaps it doesn't matter. If Fox Business already had a large business audience, it wouldn't need Imus. "He gets away from the core intention of the network, but Fox probably feels it's worth the gamble," says Brad Adgate, director of research at Horizon Media. "[Imus] will bring a loyal following of viewers with him, like he did at MSNBC."

It's not as if other networks ever go off-message to get viewers. ESPN once featured business programming in the morning, while CNBC, FBN's much bigger rival, recently has been airing episodes of A&E's Biography in prime time.

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