Picture this: A household name in TV therapy jumps headfirst into the world of conservative media, betting big on a venture that promises to champion American values – but it all unravels in a spectacular flop. Dr. Phil McGraw, the 75-year-old star who became a fixture on daytime TV thanks to his spot on The Oprah Winfrey Show and later his own Dr. Phil talk show starting in 2002, has seen his MAGA-inspired cable network, Merit Street Media, hit rock bottom, leading to an open-ended break, as detailed in a recent Slate report. But here's where it gets controversial – was this just a business misstep, or a cautionary tale about mixing celebrity, politics, and profit?
McGraw kicked off this ambitious project in November 2023, right after wrapping up his long-running syndicated show on CBS. Shifting gears to evening programming, he told Deadline that he felt driven to reach wider audiences because of his deep worries about the health of American families. The network, named to honor what he called the merit-based system that founded the nation, set up shop in the Dallas-Fort Worth region of Texas. It debuted Dr. Phil Primetime, vowing to defend the 'soul and sanity' of America against what it saw as cultural threats. For beginners wondering about MAGA, that's short for 'Make America Great Again,' a slogan popularized by Donald Trump, representing a conservative push for traditional values, economic strength, and patriotism.
By April 2024, the network was live, teaming up with Trinity Broadcasting Network, a faith-focused broadcaster. Joel Cheatwood, Merit Street Media's COO, expressed excitement about building a platform for varied, compelling content that's easy for everyone to access. It sounded promising, right? And this is the part most people miss – despite scoring high-profile chats, like with Israeli Prime Minister Benjamin Netanyahu and none other than President Donald Trump, whose rally at Madison Square Garden McGraw attended, praising the candidate as far from a 'bully,' the viewership just didn't take off, as noted in Variety's rankings.
Troubles piled up fast. In August 2024, the company cut 38 jobs. Soon after, Professional Bull Riders ended their partnership, accusing Merit Street of not paying the fees they were due under the contract. Merit Street responded that they were sorting things out privately and were caught off guard by the public announcement. The real tipping point hit in June 2025, with another round of layoffs affecting 40 employees, and the network pausing operations for the summer. They even put on hold footage from interviews with Immigration and Customs Enforcement (ICE) officials – McGraw had been vocal about supporting the agency – which he had pledged to broadcast after ICE operations in Chicago.
Just a month later, things escalated with a Chapter 11 bankruptcy filing, followed by a lawsuit against Trinity Broadcasting Network, calling their services 'laughably ineffective.' Professional Bull Riders pushed back, claiming McGraw was using the bankruptcy to dodge lawsuits and launch a new company, Envoy Media, with comedian Steve Harvey. And if that wasn't enough drama, Trinity fired back with a countersuit accusing Merit Street of deceit and contract violations.
When it all started, Dr. Phil vowed to tackle what his network dubbed 'Culture War Bullcrap,' aiming to provide a counter-narrative to mainstream issues. The Daily Beast contacted Merit Street for their side, but no reply came through.
Now, let's talk controversy: Some might argue McGraw's venture was a noble stand for free speech and traditional values, aligning with a growing demand for conservative voices in media. Others see it as a risky gamble that exposed the pitfalls of celebrity-led enterprises in polarized politics, where passion doesn't always equal profit. Was McGraw out of his depth in the media game, or is this a symptom of broader challenges in today's fragmented entertainment landscape? What do you think – do celebrities have a place in political media, or should they stick to their strengths? Share your thoughts in the comments; I'd love to hear if you agree, disagree, or have a totally different take!
