I’m not the only one writing about NBC’s Megyn Kelly problem (if you missed my piece earlier this week, read it here). Here’s Variety’s Sonia Saraiya:
Kelly’s cachet is that she is a thoughtful conservative woman — a kind of unicorn. Her demeanor carries with it a lot of posh worldliness; she’s tony and she knows it. On Fox News, her maternal concern about this newfangled world aligned her with her peers. But at the same time, her reasonably fair-minded consideration stood out; she offered a veneer of respectability in opposition to the at times crass politicking of its conservative pundits. She was centrist enough that some of the network’s most faithful despised her; her skepticism about Trump further alienated her from the network’s bread-and-butter base. Even colleague Sean Hannity got into a spat with her — a spat later mended, cheekily, on Twitter. But the division between her and her former colleagues was clear — enough that for liberal viewers peering at Fox News in frustration, Kelly became an occasional hero.
But outside of that context — a context which magnified her strengths and talents, because of how different she was from the network that nurtured her — Kelly has to rely not on the power of contrast but on her own resources. And so far, what we’re seeing is disappointing. On NBC, Kelly is didactic without being trustworthy; patronizing without being impressive. Her voiceover suggests doom without really proving it; there’s a scare-mongering side to her reportage. And, most importantly: She’s alienated everyone. At this point, Kelly’s most virulent critique comes from the right — the audience that she’s supposed to be helping deliver to NBC. The network is presumably hoping that centrist or center-right women will eventually tune in.
Perhaps well-heeled paranoia coming from someone who could be in your PTA meeting is not as appealing as it once was. But if Kelly’s move to NBC was both an attempt to cement her brand and a network gambit to draw a certain demographic of viewers, it has failed on both counts.