What Everyone Is Missing About Fox’s Management Change

James Murdoch’s promotion to CEO of 21st Century Fox has been greeted as the answer to the years-long question of who would succeed his father, Rupert Murdoch, in control of the family empire. In reality, it may kick-off a decades-long sibling rivalry between James and his brother Lachlan.

After all, while much of the media coverage focused on James’ role, Fox’s announcement made clear that Lachlan, promoted to co-executive chairman with his father, will run the company in partnership with James. “The Company’s corporate functions, and its global television and film operations will now jointly report to Lachlan and James Murdoch.”

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This situation could take years to play out. One thing is for sure, though. Compared to how Twitter executives fumbled public relations around its executive shakeup last week, which seems to have only fueled more speculation and uncertainty, Fox’s public relations people came out looking like geniuses. Twitter can probably teach Fox a lesson about technology. But when it comes to managing the media, the old dog can still teach the younger one a few tricks.

Alex Kruglov and Jessica E. Lessin commented on this article.
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And any dysfunction in decision-making at Fox could be a big problem, given how fast television is changing under pressure from digital services like Netflix.