The New York Observer’s Felix Gillette profiles CNBC’s Donny Deutsch…
“What I love about the show is that now we call it ‘the daily Roadmap to the American Dream,’” Mr. Deutsch enthused. Daytime television was a major influence. “During the day there is so much Help Television,” he said. “Yet at night, there is nothing on anywhere that is utilitarian and inspiring. People can be very educated, a businessperson, and affluent—you still need inspiration.”
For CNBC’s long-term hopes of holding off Mr. Murdoch, what’s just as important is that Mr. Deutsch’s particular Roadmap to the American Dream covers regions of the country far from Wall Street. These days, The Big Idea features a rotating cast of upbeat entrepreneurs—ordinary-looking folks you’ve never heard of who made it big in niche underwear, or homemade maple syrup, or mail-order bouncy balls—and whose eureka moments came not in a New York boardroom but in an Omaha basement or on a Tuscaloosa bar stool.
One by one, they talk about quitting their soulless day jobs, borrowing money from friends, and taking out second mortgages. The stories begin in different places (corporate cubicles, dentist offices, airport lobbies) but they inevitably reach the same endpoint: that euphoric feeling of entrepreneurial success. Above it all presides Mr. Deutsch, the Queens-born kid who conquered Manhattan.
The Big Idea scratched 16 times in the Demo during Q3 and 21 times in Total Viewers. That translates into a 26% Demo scratch rate and 34% P2+ scratch rate.