Karl Stefanovic is on a mission, and it may not be to get the boot from Channel Nine, as some in the media have speculated. The Today program host is clearly reinventing his brand from a “sweet, gentle, funny, cheeky and silly bloke who wouldn’t harm a fly because he’s talking to grandmas and kids going off to school” into something quite different: an Aussie version of Joe Rogan.
His podcast interview with controversial far-right figure Stephen Yaxley-Lennon, AKA Tommy Robinson, which was swiftly pulled down within a day, has led to an impasse with his current employer Channel Nine.
Some reports have suggested Stefanovic has been axed, although Nine did not confirm or deny these reports at the time this article was published. The podcast interview has been re-published by One Nation leader Pauline Hanson on her YouTube account.
Communications and media experts are divided on what this scandal means for brand Karl and the future of his podcast, but all agree that his tactics to court controversy follows a similar playbook to other right-leaning influencers who have made their fortunes launching podcast empires.
“It used to be that sex sells, but in the new age it’s now a controversy that sells and builds brands and attracts eyeballs,” Taurus Marketing CEO Sharon Williams told B&T.
“He is reinventing himself and slowly and carefully he’s getting his other business up and running. That business is going to be something very different to someone who’s bound by the rules and regulations of breakfast TV.”
“Suddenly, he’s all over the media…so I would think he’s sitting pretty.”
Steve Allen, the managing director of Fusion Strategy and a veteran analyst of the media industry, said that it’s clear Stefanovic is trying to “forge a second career” by interviewing contentious right-wing figures, which have also included the likes of Pauline Hanson, Barnaby Joyce and Clive Palmer. It’s also worth noting that Stefanovic has had left-leaning guests including the Prime Minister Anthony Albanese, and others who are non-political.
“They have to have people who are well known, who are notorious, and who are controversial. That’s what creates a wave of publicity and everyone starts talking about it,” Allen said.
“If you look at the way the polls are going, the public is moving to the right now, so he’s capitalising on that.
“I don’t think this changes his image, but to interview the fringe of one of the far right’s protagonists was a step too far for Nine and he’s misjudged how far he can go. Karl comes across as a reasonably reasonably intelligent guy, so how he has gotten himself jammed up like this is incredulous.”
Finley Watson, a La Trobe University researcher who specialises in political influencers and alternative news media, told the 7.30 report that Stefanovic is following a well-trodden path of right-wing podcasters in the US, such as Joe Rogan and Tucker Carlson.
“They are able to turn these podcasts into much larger business models,” he said.
“They are able to sell merchandise. They are able to get quite large sponsorship agreements as well. YouTubers are monetising anger against social justice, against environmentalism…[and] immigration to turn some of that sentiment, anger and vitriol directly into monetisable views.”
‘A reckoning for TV talent’
It has been widely speculated that Stefanovic and Nine have parted company, but Allen doesn’t believe this was an intentional tactic on behalf of the Today host; he gains little financially if he is fired for a breach of contract rather than being retrenched.
Allen explains that in the current media climate, TV networks are making substantial cuts to overheads, in particular on-air talent—as has recently been the case at rivals Southern Cross Media.
“Why wouldn’t Nine boss Matt Stanton suddenly go, ‘time’s getting tough, revenues are not growing. Here’s an opportunity to fire him, we can save buckets on his salary’,” said Allen, noting Stefanovic’s reported $2 million-plus pay packet.
“This also sends a sign to anyone else on their payroll that things are changing, and that what you have been used to is no longer going to be the case. The television industry is really battening down the hatches.”
Ironically, Stefanovic made a similar point at this year’s Cairns Crocodiles, telling the audience that no matter how big a personality he is, there is going to be a reckoning for talent.
“I look at mainstream media now, and what these guys could do is go to everyone and say ‘we’ll give you one tenth of your salary’, and a lot of people would continue doing it,” he said.
Are there lessons for Kyle?
Stefanovic’s situation can draw some parallels to that of his friend Kyle Sandilands, who recently split up with ARN.
Last week, Sandilands reached a $14 million settlement with ARN to end legal proceedings over an unfair dismissal claim after his on air behaviour on the Kyle & Jackie O Show was deemed a “serious misconduct”.
Sandilands is also planning to produce his own independent show and has built a brand as a contentious shock jock who regularly pushes the boundaries of what is perceived as acceptable.
B&T asked Williams and Allen whether there are any lessons that Sandilands could learn from Stefanovic’s current situation?
“Kyle can do what he likes, he is a free agent,” Williams said. “He has said, ‘come and listen to me, I’m going to be outrageous’… and he is bound by any regulations like he was on commercial radio.”
Allen agrees, adding: “Kyle is a very clear thinker and he’s always got a reason for doing what he does, even if you dislike it and it’s distasteful.
“When you consider his past problems with the Mad Fucking Witches, the regulators, the management of ARN, he’s putting himself in a space where no one can regulate him.
“Kyle’s full of confidence and believes that his style of communication has got a place in the market, and people are prepared to pay for it.
“It’s risky, but we all know there’s no one like Kyle, and never has been.”
Coincidentally, ARN recently commissioned a show starring Stefanovic and Eddie McGuire called The Long Weekend.
Having gone through the legal battles with Sandilands and Jackie Henderson, it is conceivable that ARN boss Michael Stephenson will be wondering whether he has another problem with Stefanovic.
Allen believes “they’d be looking at the way their agreements are drawn up” but that the ARN contract will be far more tightly controlled.
“Michael Stevenson’s kind of been through hell and back with Kyle and Jackie O. He’s not about to make a new mistake that’s of his making,” he said.
Nine is expected to release a statement on Karl Stefanovic later today.
