The whole alternative media phenomenon scares the oligopoly for a number of reasons, not the least of which is the alternative media keeps getting it right and they keep getting it wrong. From Thomas Lifson at americanthinker.com:
It’s becoming a lot of fun to watch the propaganda organs react to the recently announced plan of Tucker Carlson to use the recently liberated Twitter as his future platform, post-Fox. The combination of Elon Musk, who has become a free speech disciple, and is not-so-incidentally one of the world’s richest people and widely admired by the public for his pioneering entrepreneurship, with Tucker Carlson, who already was the most important political commentator in America, has got them scared.
NBC News dug up Brian Stelter, the recently-fired CNN commentator, to help its own Tom Costello bemoan the fact that nobody is going to provide censorship. It’s going to be a “free for all” — which is the last thing that propaganda media want to see. They actually said that free is bad (transcript, screengrab, and video via Grabien):

COSTELLO: “OK. Well listen, Twitter was already under fire from misinformation, disinformation, all out lies —“
STELTER: “Right.”
COSTELLO: “— anti-Semitism, racism, before Elon Musk took over and now it’s gotten kind of crazy, right, seemingly unmoored, if you will. Will anybody be able to police what Carlson says or is this the point? It’s just a free for all.”
STELTER: “I think this is the point. It is a free for all. That’s what Elon Musk wants to provide. This move by Tucker may cement the idea of Twitter as a right-wing website.”