Should TV Cover Trump Announcement Live?

By Howard Polskin, November 15, 2022

Dear TV News Executives:

My guess is you’ve probably got a bit of a dilemma tonight, assuming Donald Trump goes ahead with his announcement about running in 2024.  It has all the makings of a made-for-TV event.

I know all the solid reasons for covering him live.  He delivers eyeballs. He’s newsworthy. He speaks in soundbites. He’s an ex-President. And he’s crazy, and crazy plays well on live television. 

But do you, TV news executives, want to play a role in the resuscitation of Trump’s political fortunes, starting with tonight’s live coverage? Because that’s what could happen if you broadcast the entirety of the announcement. 

CNN faces the biggest test.  To Chris Licht, CNN’s embattled new CEO, I say this: I’m glad I’m not in your Todds.  Under former CEO Jeff Zucker, CNN got scorched for giving The Donald way too much airtime when he was running for president in 2016. Famously and deservedly, CNN took heat for broadcasting live shots of empty stages with cringe-worthy chyrons stating “Breaking News: Standing By for Trump to Speak.”  Zucker’s obsession with ratings reportedly drove such extreme coverage.

So what does Licht do now? His network is in a ratings tailspin since he grabbed the tiller in late winter.  If he gives Trump free airtime, he opens himself up to the same criticisms leveled at his predecessor. If he ignores the announcement or truncates it, he’ll be accused of not covering a legitimate news story.

The Murdoch-owned Fox News is also in a bit of a quandary.  The easiest decision is to carry the full announcement live.  But then things get more complicated. The Murdoch print properties have not simply turned on Trump, it seems they are out to bury him. Will that be reflected in the Fox News coverage of a presumed candidate Trump? What will be the tone of the  enormously influential Fox News prime time lineup? And how will Fox treat Trump rival Ron DeSantis going forward? 

Newsmax has already told me that they will carry the announcement live. This is their Super Bowl after loyally carrying so many of Trump’s rallies live this year. This is also their opportunity to steal some of the millions of conservatives viewers out there perhaps looking for a Fox alternative should they turn on Trump.

MSNBC has less on the line with the Trump announcement. I could see MSNBC taking a few minutes live and then  cutting away. Of course, their stellar lineup of analysts will be hate-watching every Mar-a-Lago minute and they’ll be chewing on that bone for the rest of the week.   

So Mr. and Ms. TV News Executives, if you’re still with me at this point here’s what I suggest for your bottom line, your brand integrity and for the health of the nation (and I hope that is a concern because it weighs heavily on my mind):  Cover the damn announcement live.  There’s no question it will be the biggest news of the day. Trump’s decision has a major influence on the 2024 race. Let the cable networks knock themselves out dissecting every word in his speech. Let Trump’s announcement dominate the news cycle as it should. Let the right wing outlets fawn over him, although I’m wishing that we’ll see a shift in tone. 

Last Tuesday, our nation withstood a major test to its democratic ideals. After overcoming that challenge, I think we can handle one more hour of Mr. Trump’s rants. But just let’s not make it a steady diet. 

Thanks for listening.  Now back to your meetings. And don’t forget, I’ll be watching you.

Howard

Howard Polskin is the President of TheRighting and a former CNN executive who probably paid far too much attention to ratings.

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