Salon: "He didn't burn bridges here. He napalmed them."
Friday, Jan 21, 2011 23:22 ET
War Room
Is Olbermann the victim of his own success?
By Steve Kornacki
Sometimes it seemed like the only programming MSNBC actually believed in was Don Imus’ tired minstrel show in the mornings and weird prison documentaries on the weekends.
Meanwhile, the other cable news channel launched in 1996 was tearing it up in the ratings. From the very beginning, the Fox News Channel knew what it wanted to be. Rush Limbaugh had shown that there were millions of conservative Americans who were addicted to political news and commentary -- and who despised the traditional broadcast outlets (and also CNN). They weren’t looking for thoroughly reported investigative pieces or in-depth coverage of foreign affairs; they just wanted to hear about the latest Clinton scandal or the latest outrageous statement from some Democratic congressman. The programming they wanted was cheap to produce, and if you gave it to them, they’d be fanatically loyal. "Fair and balanced" was thusly born, and by the turn of the century, Fox was overtaking CNN – and leaving MSNBC in the dust.
That’s where Olbermann came in. He had actually been part of MSNBC’s revolving door cast before, in 1997 and 1998. Back then, though, his prime-time broadcast, “The Big Show” (a nod to "SportsCenter," which he’d spent the previous five years co-anchoring with Dan Patrick), was as directionless as the network itself. Politics wasn’t always the focus and news was covered more from a general interest perspective. When the Monica Lewinsky scandal broke in early ’98, executives demanded that Olbermann build his show around it; they hoped it might legitimize MSNBC the way the Iran hostage crisis legitimized “Nightline” in 1979 and 1980. But Olbermann resisted and walked away, making his disgust well known. (This kind of exit is his trademark. After he left ESPN, an executive commented that, “He didn't burn bridges here. He napalmed them.")
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At the end of his Aug. 30, 2006 show, Olbermann looked directly into the camera and spoke: "The man who sees absolutes where all other men see nuances and shades of meaning is either a prophet or a quack. Donald H. Rumsfeld is not a prophet." His blistering takedown of the defense secretary was a viral sensation. Millions of liberals were equally exasperated with the Bush administration; but few could express themselves as exquisitely and powerfully as Olbermann. They asked for more, and Olbermann gladly gave it to them; over the next few years, there would be dozens of “special comments,” each delivered in the same dramatic style.
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