If Trump owned a media company, which advisors say he discussed when he believed he would lose the 2016 election, it might look something like “Team Trump Online,” the current production. And if he or his family start one after he leaves the White House, this could be the pilot.

“This is the warm-up act,” said Frank Sesno, a former CNN anchor and the director of the School of Media and Public Affairs at George Washington University. “There’s nothing he would like more than to throw his name on a channel, a digital brand.”

Not only is the campaign able to test an audience and gather valuable data from supporters for a future product. Trump doesn’t have to pay for it.

“Being able to do all these things for your image on somebody else’s dime does suggest that Donald Trump is a master of the art of the deal,” said Kathleen Hall Jamieson, director of the University of Pennsylvania’s Annenberg School for Communication, who has researched and written about media and politics for decades.