Trump escalates ABC fight as Kimmel returns to air with emotional monologue

When “Jimmy Kimmel Live!” returned to air Tuesday night after its suspension, Kimmel used the platform to reposition his narrative.

He said it was never his intent “to make light of the murder of a young man,” adding, “For those who think I did point a finger, I get why you’re upset.”

Kimmel also condemned threats from President Donald Trump and FCC Chair Brendan Carr, calling moves to pressure media “anti-American” and using humor to poke fun at Carr being “the most embarrassing car since this one” while pointing to a photo of a Tesla Cybertruck with “Trump” painted on its side, per The Wall Street Journal.

At the same time, Kimmel criticized ABC and Disney’s decision to suspend him, but thanked them for reinstating the show.

Trump, meanwhile, attacked ABC’s reversal via Truth Social. He accused Kimmel of being “an arm of the Democratic National Committee” and suggested that ABC’s return of the show could become a legal liability or “test” case.

He framed the reinstatement as partisan bias and warned of monetary consequences, saying, “I think we’re going to test ABC out on this. Let’s see how we do. Last time I went after them, they gave me $16 Million Dollars. This one sounds even more lucrative.”

Why it matters: The comments from both Kimmel and Trump show the high-stakes nature of narrative control when politics, media and regulation overlap.

Kimmel’s return monologue allowed him to reset the tone and clarify his intentions, while standing firm that the governmental pressure to remove him is not a precedent that can be accepted. This shows the importance and impact of pairing a genuine apology with a values-driven defense.

Trump’s response, by contrast, leans into accusation and threat, an escalation that keeps the controversy alive and his narrative at the forefront. He is saying, plainly, that he will use the government to either pressure or seek a pay day from companies who he sees as opposing his administration.

For communicators, it’s a reminder that when decisions provoke regulatory or political sensitivity, you must be ready to respond across multiple fronts by defending your brand and reasserting your values.

Editor’s Top Reads:

• Disney on Tuesday said it will increase subscription prices for Disney+, Hulu and its bundle offerings beginning Oct. 21, raising the ad-supported Disney+ plan by $2, and the ad-free premium tier by $3 per month. Subscribers were notified ahead of the increase and Disney updated its website to reflect specific bundle increases at every tier. While subscription services have been increasing prices pretty regularly as their offerings grow, the timing of Disney’s price hike is somewhat awkward, given the controversy surrounding the brand. While this price hike was almost certainly a long-planned business decision, moving forward with it a week after the company generated headlines as subscribers said they were canceling their plans becomes a public relations issue. A price hike will never be popular, but the timing, when many are already talking about cancellation, may compound the annoyance and lead to more subscriber drop.
• The Guardian has launched a $1 million U.S. marketing campaign titled “The Whole Picture” to broaden its appeal to U.S. readers beyond coverage of President Donald Trump, which saturates much of the news cycle. “We think the American audience isn’t fully aware of what the Guardian is—that we have this breadth of coverage,” Guardian U.S. Editor Betsy Reed told The Wall Street Journal. The campaign focuses on the publication’s commitment to independent journalism, highlighting its lack of a billionaire owner and its focus on global issues such as climate change and the upcoming FIFA World Cup. The move aims to attract more American readers, donors and advertisers, emphasizing the Guardian’s diverse editorial offerings. By promoting its independence and global coverage, the campaign seeks to build a stronger, more engaged audience. The Guardian’s campaign reinforces its brand identity and foster deeper connections, particularly at a time in the U.S. when media independence is being questioned.
• Victoria’s Secret CEO Hillary Super is steering the lingerie company into what she calls “a new era of sexy,” arguing the brand lost its edge by leaning too heavily on comfort and inclusivity at the expense of emotional resonance. “Comfort and value are table stakes,” she told The Wall Street Journal. “What we need to deliver is something bigger — a brand that connects emotionally.” Super has described the prior leadership’s approach as “watered down” and “fear-driven,” owning past mistakes and positioning her strategy as a necessary course correction. Her statements blend humility and a clear direction forward. She emphasizes her “listening-first” leadership while providing structure, with plans in place to bring back the “Very Sexy” line and the annual fashion show the company was once known for. By openly acknowledging past missteps, signaling clear values and showing operational follow-through, Super is making the case that brands can evolve without abandoning the emotional DNA that once defined them.

Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at [email protected].