Fox Business says to lure viewers with less jargon

By Michele Gershberg

NEW YORK (Reuters) - Rupert Murdoch's Fox Business Network says everyone has the right to strike it rich in America and it aims to show even the smallest investor how to do it.

Seeking to dislodge incumbent business cable channels CNBC and Bloomberg Television, Fox Business said its rivals deliver financial news in a language understood only by the experts on Wall Street.

In an Internet preview of the new channel, set to launch on October 15, Fox Business anchors said they would appeal to a much wider audience by cutting out the "lingo."

"Nine times out of ten, when you listen to another channel on TV talk about business ... they use a kind of claptrap terminology, or they use a kind of lingo that is unapproachable by the man on the street," anchor David Asman said in a video clip on www.foxbusiness.com that went live on Monday.

"America is about making the market accessible to everybody and we're going to be about the same thing," he said. "Most of the American billionaires started from scratch. That's a great thing about this country."

Fox Business Network and its parent, News Corp (NWSa.N: Quote, Profile, Research), have released few details about the new channel. Media executives and investors are still keen to know its programming line-up and advertising partners.

Fox has secured distribution of the channel on top U.S. cable operators such as Time Warner Cable Inc (TWC.N: Quote, Profile, Research), Comcast Corp (CMCSA.O: Quote, Profile, Research) and Charter Communications Inc (CHTR.O: Quote, Profile, Research).

CNBC is part of NBC Universal, which is controlled by General Electric Co (GE.N: Quote, Profile, Research). Bloomberg is privately held.