Dr. Phil McGraw's attempt to transition from daytime television personality to a politically aligned media mogul during Donald Trump's second presidential term has been marked by spectacular failure and financial turmoil, according to a new report.
Since the start of Trump's presidency, ex-psychologist and famed TV doctor McGraw positioned himself as an active participant in the administration. He became a firsthand witness to ICE raids, a critic of protests, and an ever-present volunteer for the executive branch — attending events like RFK Jr.'s swearing-in and appearing with Trump after the Texas flooding.
But his media venture, Merit Street Media, launched in 2024 with grand ambitions and alignment with MAGA media, has been crumbling since, Slate reported Tuesday. McGraw declared at the time, "American families and our core values are under attack. Together we are going to stand strong and fight for the very soul and sanity of America."
However, the network quickly unraveled. Within months of launching, Merit Street Media experienced multiple setbacks.
Dozens of employees have been laid off as it averaged just 27,000 weekly viewers, broadcasting partnerships floundered and, in July, it filed for bankruptcy.
It also got hit by a lawsuit from distributor Trinity Broadcasting Network accusing McGraw of fraud and misrepresentation, Slate reported.
"A total collapse finally kicked off this summer," Slate reported. "In late June, Dr. Phil Primetime went on another “summer hiatus,” and 40 more Merit Street Media staffers were laid off."
Undeterred, McGraw quickly launched Envoy Media Company with Steve Harvey, proposing a "citizen journalism" platform. However, this move was viewed skeptically, with Professional Bull Riders — which claims Merit Street Media owes it $3.5 million — accusing him of orchestrating the bankruptcy to avoid paying debts, Slate reported.
McGraw's transformation from a relatively neutral TV personality to a politically charged media figure seems to have backfired, Slate reported. As the "anti-woke" British outlet UnHerd noted, his "reinvention as a culture warrior isn't working." There are already numerous MAGA-aligned media personalities, and McGraw's approach lacks the authenticity of those who have been consistently politically engaged, Slate reported.
"McGraw decries politics in one breath, then repeatedly pops up at the White House and films videos about 'Cowardly Democrats' who 'Spit in the Face of All Texans," Slate reported.
"How’s that workin’ out for ya?"
