The The NY Observer's Felix Gillette writes about "former New York adman" Donny Deutsch. Deutsch's show, "'The Big Idea is a stake in the ground against Fox in prime time,' says Jonathan Wald, CNBC's senior vice president of business news."

The idea of The Big Idea is simple: Deutsch "asks successful entrepreneurs to share their business secrets." it's a formula that moves away from Wall Street and back to Main Street. On that point, Gillette writes, Rupert "Murdoch hasn't been shy about spelling out how he intends to take on [CNBC], telling an investors conference recently, 'CNBC is a financial channel for Wall Street; we're for Main Street.'"

"As for the impending challenge from Fox, Mr. Deutsch appeared unruffled. 'They'll come after me, like they'll come after everybody,' he said. 'Competition is great.'"

>More: A Fox Business Network spokesperson tells TVNewser, "We only go after shows with relevance and ratings — neither of which Donny has — so he has nothing to worry about."