Its the dishonest MSM machine they fear. They know as soon as they unfurl a Reaganesque flag of 'bold colors' they will be savaged 24/7. So they try to play the game by the rules that are set by said MSM, a losing proposition no matter how you slice it.
What we need is to invest in media. Media technology in this country is converging, and whoever can use this technology to the best effect will prevail. To do this, you need to attract viewers. That requires providing entertainment as well as news. I know few people take this seriously, but it IS, after all, how our adversaries have done it.