A pillow company CEO who has advised former US president Donald Trump has been cut off during an interview with one of the most Trump-friendly media networks in America.

A rowdy on-air argument ensued after Mike Lindell of MyPillow kept repeating baseless claims related to voting machines, leading the host of the segment to walk off the set.

It happened during a segment meant to discuss Mr Lindell being banned from social media platforms for expressing those exact same views.

Who would have thought he'd bring them up on air?

Newsmax, a minor cable news channel, which has risen to prominence after becoming more pro-Trump than Fox News, was suddenly faced with a very predictable predicament.

In a world that is post-Trump, post-inauguration of President Joe Biden and post-Capitol riots, how do Trump-aligned media networks like Newsmax deal with the stories they once gave air time to?

At two of America's fringe news organisations, Newsmax and One America News Network, covering a Biden presidency presents a huge challenge, when at times they promoted an alternate reality.

But the 'MAGA'-aligned cable news upstarts will be keen to find a way to continue the spectacular growth in audience and influence they've seen in the past 12 months.

In March last year, there was an extraordinary question asked to then-president Trump in the White House Press Briefing room:

"Is it alarming that major media players, just to oppose you, are siding with foreign state propaganda, Islamic radicals, and Latin gangs and cartels, and they work right here out of the White House with direct access to you and your team?"

This question, asked by a journalist holding a legitimate press pass, brought a smile to the face of Mr Trump.

It was not, however, a surprise to him, given the source: Chanel Rion, White House correspondent for OAN.

At the time she was building a reputation for taking Trump's side on every issue, and providing the President with opportunities to sound off at his political enemies while he was meant to be answering questions.

At a subsequent briefing she asked Mr Trump this question:

"Two-thousand, four-hundred and five Americans have died from coronavirus in the last 60 days. Meanwhile, you have 2,369 children who are killed by their mothers through elective abortions each day. That's 16-and-a-half thousand children killed every week... Do you agree with states who are placing coronavirus victims above elective abortions?"

It was the first time many Americans had heard of OAN, which launched in 2013.

Despite its low budget, it had distinguished itself by amplifying every pro-Trump conspiracy theory it could find.

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Mr Trump assisted their reach by amplifying their stories on Twitter at any opportunity.

He also took a particular interest in Newsmax, which despite a history of being a reputable news network had become known as a landing ground for news personalities unable to find work at Fox.

By 2020, they were running shows by ex-Fox News host Bill O'Reilly and ex-ABC News America political editor Mark Halperin, who were both exiled due to sexual misconduct scandals.

They were also the home of Spicer & Co, hosted by the bumbling former Trump press secretary Sean Spicer.

As the 2020 election approached, Mr Trump began tweeting regularly that his followers should abandon Fox News for Newsmax and OAN, who up until this point had mainly found audiences on YouTube.

It wasn't particularly effective.

Fox News has an average primetime audience of 3.6 million Americans, meanwhile Newsmax was struggling to break 100,000 viewers (OAN has said it can't afford to sign up to get viewership data from TV ratings companies).

Though their content leaned further to the right than Fox News, they struggled to differentiate themselves enough to gain an audience.

While Fox News remained tethered in some sense to the reality that Joe Biden had defeated President Trump, OAN and Newsmax attached themselves to the conspiracy theory spread by Mr Trump and his attorney, Rudy Giuliani, that the election had been stolen by massive fraud.

Newsmax's top host, Greg Kelly, reached an audience of more than a million in his primetime slot, briefly out-rating Fox News.

OAN claimed to have seen a 40 per cent rise in viewership following the election.

It wasn't confined to traditional linear television though.

Their web content reached an even larger audience, posted on outlets like YouTube and Facebook and shared farther and wider than ever before.

Their reach became so significant that YouTube decided to censor some of their reports, arguing that they were spreading dangerous misinformation.

While the frenzy of post-election conspiracy theories seems to have cooled, bringing down their audience penetration with it, they successfully announced themselves as the home of unabashedly pro-Trump news content.

For years there has been speculation about whether a post-presidency Donald Trump may seek to gain a more permanent foothold in news media.

With his significant following across America, a Trump-branded TV network has been discussed, with the idea floated of a takeover or partnership between Mr Trump and either OAN or Newsmax.

Robert Herring Sr, the owner of OAN, denied the Trump family had been in talks with him about a partnership or acquisition.

Chris Ruddy, the owner of Newsmax, said that he has not closed the door on such a possibility.

But Mr Trump may be more interested in going it alone, reportedly suggesting that a Trump-branded subscription streaming service may be the best way of capitalising on his enormous national support.

Since leaving office, Mr Trump has been uncharacteristically quiet.

Despite his permanent ban from Twitter, he still has the option of calling friends at Fox, OAN or Newsmax to give his perspective on politics yet he has largely resisted flooding the airwaves just yet.

OAN and Newsmax may or may not be looking to do a deal with Mr Trump to give them exclusive access to his thoughts, feelings and supporters, but they are almost certainly hoping that he will break his silence soon.

They need something to talk about.

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The US media organisations loyal to Donald Trump could struggle to find the same oxygen under President Joe Biden - ABC News