News Corp. Chairman Rupert Murdoch Wednesday will publicly articulate his plans for Dow Jones & Co. for the first time since clinching his $5.6 billion purchase of the company last week.

On a conference call with analysts reviewing News Corp.'s quarterly earnings this week, Mr. Murdoch also will field spontaneous questions on the acquisition.

With his Dow Jones beachhead established, Mr. Murdoch faces skirmishes as he integrates Dow Jones and its flagship Wall Street Journal into the print, TV and Web empire he already has assembled.

CNBC, against which Mr. Murdoch is launching Fox Business Network on Oct. 15, plans a high-powered promotional campaign featuring testimonials from such business icons as Sirius Satellite CEO Mel Karmazin. The ads will push the message, "I am American business. I watch CNBC."

The spots, which have begun appearing on CNBC, will spread to other NBC Universal channels this fall.

TelevisionWeek has confirmed that Jack Welch, the former chairman of NBCU parent company General Electric, and one of the most iconic of modern business leaders, will appear in one of the CNBC spots.

That is not expected to render Mr. Welch exclusive to CNBC. The former GE boss didn't let a previous agreement to make quarterly appearances on CNBC keep him from making appearances on Fox News Channel.

"He can say he watches CNBC a lot, but you're going to be seeing his face a lot on Fox Business Network," said a Fox News insider who, like others consulted for this story, declined to speak for attribution before their bosses have spoken.

Mr. Karmazin himself is booked to appear on Wednesday's edition of "Your World With Neal Cavuto," Fox News' flagship business program.

That Fox source said CNBC's image campaign seems aimed at Wall Street, while Fox Business Network will be aimed at Main Street.

Fox Business Network will launch with 30 million cable subscribers, but it is likely to take six to nine months before ratings data collected by Nielsen Media Research is deemed reliable enough to be used externally as currency.

However, Nielsen and Integrated Media Measurement plan to launch in September an all-electronic measurement of all TV viewing outside of the home. That means that for the first time, business channels will be able to quantify the viewing in offices on Wall Street, a population that previously went uncounted in the ratings.

The existence of those affluent at-work viewers has allowed CNBC and Bloomberg Television to charge advertising rates at multiples of those commanded by cable news channels.

In addition to a national out-of-home service, the Nielsen partnership will have local out-of-home panels of approximately 500 participants in New York and several regional financial capitals, including Chicago and Miami.

Mr. Murdoch can expect other skirmishes related to the decade-old exclusive news partnership between Dow Jones and CNBC (and by extension NBC News and MSNBC).

Two sources familiar with the deal, which does not expire until 2012, say it allows CNBC to get out whenever it wishes. Dow Jones, however, cannot.

The contract also does not preclude Dow Jones personnel from doing commentary for other TV outlets. Fox News Channel already carries "The Journal Editorial Board Report" with members of the newspaper's editorial board.

Two questions sure to arise are how broadly "commentary" can be defined and how often Dow Jonesers can appear. Either way, CNBC appears ready to stick to its guns.

"CNBC expects the contract to be honored no matter who owns Dow Jones. CNBC remains the global leader in business news, providing information that is fast, accurate, actionable and unbiased," CNBC spokesman Kevin Goldman said.

Notwithstanding the prospects for any direct synergy via on-air appearances by Dow Jones personnel, there are, of course, the questions about what Murdoch ownership in and of itself will mean for the Journal and other publications.

BIA Financial Network VP Mark Fratrik sees an infusion of cash in an era when advertising revenues are falling for print media.

"After acquiring the WSJ, Mr. Murdoch will make a strong effort in expanding the readership of this newspaper by adding features to entice other readers, such as possibly a glossy magazine in the Saturday edition," Mr. Fratrik said.

"At the same time, it is likely that the reporting staff will expand to broaden the coverage of news in other areas, also trying to expand the readership beyond the core business-oriented reader," he said. "The objective in all of these and other actions is to broaden the advertising base, at a time when the newspaper industry is facing incredible pressures just to maintain."

To quell fears that the conservative activist-owner Murdoch might tamper with the journalistic workings of the Wall Street Journal and other Dow Jones properties, part of the final deal established a five-person independent editorial board.

On Thursday, the Reuters news agency reported that one of the board members, Massachusetts Institute of Technology Professor Nicholas Negroponte, runs a foundation that received a donation pledge of $2.5 million from News Corp.

A News Corp. spokesman, noting another editorial board member, Thomas Bray, writes a column for the Journal's Opinion.com, said, "Both Dow Jones and News Corp. are entirely pleased to have Negroponte on the board. It shouldn't matter to anyone else."

Although media law experts seem confident that News Corp. will get regulatory approval for the Dow Jones acquisition, which is expected to close in the fourth quarter, the fights have begun around long-standing schisms over political and economic differences with Mr. Murdoch.

Federal Communications Commission member Michael Copps, a Democrat, warned that approval of the deal is no "slam-dunk" and said the merger means "more media consolidation and fewer independent voices." He noted that it specifically impacts the local market in New York City, where News Corp. already owns two television stations and the New York Post.

Last Thursday, Democratic presidential candidate John Edwards, who has urged Democrats to boycott Fox News-presented debates on grounds of political bias, attacked New York Sen. Hillary Clinton for accepting more than $20,000 in campaign donations from News Corp. and called for all Democratic candidates to return any News Corp. donations.

On Friday it was revealed by Mr. Murdoch's New York Post that Mr. Edwards had accepted a $500,000 advance and $300,000 in expenses from News Corp.'s HarperCollins for last year's book "Home: The Blueprints of Our Lives."