This is not a simple war of words. This is a full-scale takedown.

In a move that has rattled the entire U.S. media industry, Fox News host and former Army officer Pete Hegseth has launched a $2 billion campaign aimed directly at the “Big Three” of American television: CBS, NBC, and ABC. According to insiders, this is no longer about chasing ratings. It’s about controlling the flow of information and dismantling what Hegseth and his allies see as an entrenched “old guard” that has dominated for far too long.

Senior executives at CBS, NBC, and ABC are said to be on high alert. PR teams are working around the clock. Multiple sources say boardrooms have “locked down” to devise responses. The reason: this isn’t a flashy marketing stunt — it’s a meticulously prepared plan with funding, strategy, and the manpower to carry it out.

The Face of the Campaign — and the Cutting Edge

Pete Hegseth is not just the public face of the operation. He’s the blade being driven straight into the heart of the competition. Known for his unapologetic conservative commentary and military background, Hegseth has long been a trusted figure for Fox’s loyal audience. This time, however, he’s taking on a new role: the architect of a campaign aimed at toppling the biggest names in the industry.

“This isn’t about getting a bigger slice of the pie,” a Fox insider said. “This is about baking an entirely new pie and leaving the old networks out in the cold.”

Sources say Hegseth has been preparing for this moment for months, quietly assembling a coalition of producers, digital strategists, and investigative journalists ready to leave their current jobs in exchange for higher pay, more creative freedom, and a mission they believe in.

The $2 Billion Blueprint

The massive investment is set to be deployed in five main areas:

High-Profile Talent Acquisition: Poaching anchors, correspondents, and producers from CBS, NBC, and ABC with lucrative contracts and unprecedented editorial freedom.

Investigative Units: Building teams capable of producing deep-dive exposés to challenge the transparency and credibility of legacy media.

Local Market Infiltration: Partnering with or acquiring local affiliates tied to the Big Three, replacing their content with Fox-backed programming.

Digital Expansion: Developing Fox’s streaming platforms to become top destinations for live news, special reports, and talk shows.

Event Programming: Producing high-profile, must-watch specials and town halls that bypass traditional formats and speak directly to viewers.

A strategist described the plan simply: “Hit them everywhere at once so they’re forced into a defensive position.”

Why Now?

Media analysts say the timing is perfect. The Big Three have been losing viewers for years as younger audiences turn to online platforms. Advertising revenue is shrinking, and public trust in traditional media is at historic lows.

“This is the perfect storm for Hegseth,” said Laura Mendelson, a media consultant. “He has the resources, the platform, and an audience hungry for something different. The Big Three are more vulnerable now than they’ve been in decades.”

The political climate is also a factor. With the 2026 midterms and the 2028 presidential race looming, control of the national conversation is more valuable — and contested — than ever.

Executives on Edge

No senior executive from the Big Three has spoken publicly, but multiple sources describe a sense of urgency and unease internally. Some are calling for aggressive counterprogramming, while others are pushing for deeper reforms to address perceptions of bias and elitism.

“There’s a tacit acknowledgment that we’ve taken our dominance for granted,” admitted a veteran NBC producer. “If Fox and Hegseth can execute even half their plan, we’re going to take a hit.”

What Are They Trying to Bury?

Part of Hegseth’s strategy reportedly involves exposing internal documents, editorial directives, and political ties that could damage the Big Three’s reputations.

“It’s not just about creating new content,” a source close to the campaign said. “It’s about pulling back the curtain and showing the public how these newsrooms really operate — and why they shouldn’t be trusted.”

Fox has already teased “blockbuster investigative pieces” set to air later this year, promising “to change the way you watch the news forever.”

Who’s Next to Flip?

Another disruptive element is talent recruitment. Rumors suggest at least half a dozen well-known faces from the Big Three have been in quiet talks with Fox. The goal isn’t just to lure stars away — it’s to create a domino effect that demoralizes remaining staff and signals to viewers that “the insiders know where the future is.”

A former ABC correspondent who recently joined Fox summed it up: “You get to do the work you want without constant interference from people more worried about PR than reporting.”

The Gloves Are Off

For years, Fox and the Big Three have engaged in a kind of cold war — competing for ratings and ad dollars but avoiding direct attacks on each other’s legitimacy. Those days appear to be over.

By framing this as an all-out war, Hegseth is making it clear he’s willing to challenge not just content but the credibility and business models of the networks themselves.

“They’ve been poking the bear for years, dismissing our audience and undermining our talent. Now they get to see what happens when the bear roars,” said one Fox executive.

A Potentially Historic Shift

If the campaign succeeds, the impact could be profound. Viewers could see a lasting realignment in where they get their news and entertainment. Advertisers might rethink their relationships with CBS, NBC, and ABC, shifting dollars to platforms with larger and more engaged audiences.

“This could be as big as the rise of cable news in the 1990s,” said Mendelson. “But this time, it’s happening in an environment where trust is already fractured, making the disruption even more potent.”

What Happens Next?

The next six months will be critical. Fox plans to roll out a revamped programming slate early next year, along with an expanded streaming platform designed to rival the Big Three’s digital offerings.

In the meantime, expect more talent defections, teaser campaigns for investigative specials, and a steady stream of public and behind-the-scenes maneuvering.

For CBS, NBC, and ABC, the challenge will be adapting quickly, reassuring audiences, and proving they can still compete when old advantages no longer guarantee survival.

For the first time in years, the mainstream media’s “untouchable” image looks vulnerable — and Pete Hegseth’s $2 billion strike could turn that vulnerability into a full collapse.