Donald Trump is considering the creation of his own cable media empire, riding the coattails on the extraordinary attention he’s attracted in his run for the Republican presidential nomination, according to Vanity Fair.

Trump is “examining the opportunity presented by the ‘audience’ currently supporting him,” several people briefed on the discussions told the magazine. Such a project would put him in competition with longtime mainstream cable networks as CNN, Fox News and MSNBC.

His reasoning is “win or lose, we are onto something here. We’ve triggered a base of the population that hasn’t had a voice in a long time,” one source explained. Vanity Fair reports Trump has been consulting his daughter Ivanka and his son-in-law Jared Kushner, wealth owner of the New York Observer and secret adviser in his campaign, about the project.