Tuesday, January 8, 2013

Appropriate Moves Start the Year for ESPN

Two personnel decisions by ESPN that became public Tuesday were the right moves for the individuals and for the network.

ESPN offered an apology for Brent Musburger's over-the-top comments about a female fan in the stands during the BCS National Championship Game. The network also refused to renew the contract of commentator Rob Parker for inappropriate comments he made in mid-December that prompted a suspension.

With 26 million viewers watching Alabama pummel Notre Dame, many more people heard Musburger's comments. And they were hard to miss because they simply should not have been part of the broadcast.


While ESPN had planned on mentioning Katherine Webb, the girlfriend of Alabama QB AJ McCarron and the reigning Miss Alabama, Musburger sounded more like a dirty old man than a veteran play-by-play talent with his comments. Color commentator Kirk Herbstreit chimed in a bit, but not nearly as much as Musburger.

To ESPN's credit, production personnel on site knew what was happening right away. According to a report in The New York Times, ESPN's executive vice president of production, John Wildhack, quickly told Musburger through his earpiece to "move on."

Social media reaction was swift and steady, though. Everyone heard, and they all thought the opinions that had nothing to do with the game were wrong.

Appropriately, ESPN offered a statement about the topic Tuesday: "We always try to capture interesting storylines and the relationship between an Auburn grad who is Miss Alabama and the current Alabama quarterback certainly et that test. However, we apologize that the commentary in this instance went too far and Brent understands that."

Perhaps the brouhaha and resulting statement might help remind on-air game talent, at least in some small way, to stay focused on the action on the field in the future.

Also appropriately, if overdue, ESPN confirmed Tuesday that it would not renew Parker's contract. The commentator was suspended in December for comments he made on "First Take" in which he questioned the "blackness" of Washington Redskins quarterback Robert Griffin III.


ESPN said Parker's contract expired at the end of the year and after the network evaluated its needs and Parker's work -- including the RG III comments -- a decision was made not to renew Parker's contract.

The "First Take" episode where Parker went analytically out of bounds aired Dec. 13. Although Parker issued an apology on Twitter a few days after the show, what was a 30-day suspension by ESPN simply was not enough. To its credit, ESPN listened to the reaction from viewers and made the separation between the parties permanent.

Of course, to its discredit, it's the format of "First Take" in particular -- and too many ESPN shows in general -- that encourage debate and ranting over content, context and conversation. In this instance, though, Parker went overboard.

While "First Take" regulars Skip Bayless and Stephen A. Smith get attention for their loud and firm opinions, they seem to have perfected an ability (thanks in large part to their ability to draw daytime ratings) to stop without going too far. Sure, they bother and even offend some people, and have done so repeatedly, but they have done a better job in recent months to keep from overstepping the bounds of rational discussion.

Unfortunately for Parker, he did not get it -- and still does not. During an TV interview in Detroit that aired Sunday, he said his comments were taken out of context and that he was shocked by the reaction to his comments.
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While ESPN officials said Parker's TV interview was unrelated to its action, it's OK if that had been part of the decision. Without it, if that's true, the move to part company made sense. With it, the move made even more sense.

If ESPN repeated the action it took in both instances with all other matters of the same ilk as it moves forward, it would be a step toward enhanced on air products and increased respect and trust from viewers.

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