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During an interview at Business Insider's annual IGNITION conference past year, 21st Century Fox CEO James Murdoch defended Fox News' "Fair and Balanced" slogan, drawing a distinction between the network's news shows and primetime opinion programming.

It appears that Fox News has chose to get rid of the slogan that the network is most identified with and has been its calling card for two decades. As the "Intelligencer" report noted, Fox executives made a decision to drop the phrase because it had "been mocked" and was "too closely ssociated with Roger".

In an obituary, Fox News rival CNN wrote that Alies "ruled Fox with an iron fist". After resigning from his position, he reportedly went on to advise then-presidential candidate Donald Trump who defended Ailes. He launched the network in 1996 with the slogan "Fair & Balanced". "If you come out and you try to do right-wing news, you're gonna die".

The slogan was recognised across America. But it makes sense when you view it in the context of the dramatic changes at the top.

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Their father remains very involved, but his sons seem determined to rid the company of its roguish, old-guard internal culture and tilt operations toward the digital future.

No longer tagged as "Fair & Balanced". "Like I have every night since I took over from @brithume 8 1/2 yrs ago", Baier said on Twitter when asked if he would change his sign off.

Ailes would also use "fair and balanced" as a measuring stick on whom to hire. But if it did want to move gradually in that direction, dropping the disingenuous slogan isn't a bad way to start.


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