Megyn Kelly New SiriusXM Deal is Latest New Era Media Domino To Fall

In a rare media move that makes sense -- one made not for critics but the audience -- Megyn Kelly announced that she has signed a deal with SiriusXM. 

Beginning on Sept. 7, Triumph (SiriusXM channel 111) will air the Megyn Kelly Show daily from 12-2 p.m. ET.

Interestingly, Kelly's deal with SiriusXM follows a shifting trend in the industry. Though Kelly is a former primetime cable news host, SiriusXM is getting into business with Kelly following the launch of her podcast last year. Like Dan Bongino and Pat McAfee, Kelly has leveraged an independent project into a partnership with a major media outlet.

Over the past year, media winners have owned all of or part of their content, which they subsequently sold or licensed to distribution partners. Joe Rogan is chief among them.

That's not to say top TV stars are falling behind. Tucker Carlson, Sean Hannity, and Rachel Maddow are three of the most influential hosts in the country. However, star TV personalities are now joining a distinguished group with podcasters like Rogan, Ben Shapiro, Dan Bongino, and Alex Cooper.

It's unclear whether SiriusXM will release monetizable social media clips of Kelly's show, a strategy that greatly increased Dan Bongino and Barstool's value. However, SiriusXM does say it will offer a video version of the program.

Kelly frequently promotes audio-only clips of her podcasts on Twitter.

Kelly has surrounded herself with smart partners. In addition to SiriusXM, Red Seat Ventures, which handled Kelly's podcast production and distribution, will produce her new radio show. Red Seat Ventures is behind The First TV, the video home of Bill O'Reilly, Buck Sexton, and Jesse Kelly.

As I wrote last year before the launch of Kelly's show, Kelly fits the market demand. In an oversaturated market, a host has to stand out stylistically. In media circles, talents and producers view Kelly as a top-level on-air interviewer, as one of the few who asks pressing questions. Since Donald Trump took office in 2016, blue-chip media networks haven't asked many authentic on-air questions. Wonder why.

Subscribers to Kelly's podcast will get to listen to episodes of the daily show on a delay.