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April 13, 2007

Neil Derrough on Don Imus in 2005

Neil Derrough, posted the following comment on Media Curmudgeon in January 23, 2005. Read how smart prophetic he was about Don Imus:

Neil Derrough - Imus Addict

Neil Derrough is a past-president of the CBS Television Stations Division and before that VP, general manager, of WCBS-TV in New York. He now lives in La Jolla, CA, with his wife, ex-CBS News correspondent Sharron Lovejoy, and their two daughters.

"All right I’ll admit it, I’m an Imus addict. My time in New York allowed me to follow Imus's career and I always wondered if he could make it on television. A question I answered by not offering him a job at the time.

And now here I am, over 20 years later, living on the left coast and finding myself using my cable DVR to substitute Imus for the all of the other morning TV fare. I think his cast of characters, access to timely newsmakers, and unique ability to get so much from his guests prompts me to choose Imus. Also, he and I share a number of things, such as a respect for the late Jerry Nachman, a similar vintage, and being a news junkie. I could go on, but I think you get the point that I like him.

But in spite of my affinity, my Imus addiction becomes complicated. I can’t just be a loyal viewer of his MSNBC morning coverage because I find myself practicing my craft of “broadcaster.” I wonder when an independent, intelligent, bruising wit becomes merely self-indulgent. Sure, the Rickles-like humor has certain appeal. Many people enjoy seeing someone get a good shot, particularly if it strikes close to someone else’s bone. It’s knowing the limits between just rude behavior and hard-edged exchange that is critical and what a viewer (or listener) will tolerate. Imus has made a career out of dealing with this delicate balance. Being the iconoclast, the cynic, and the leveler of anyone who dares cross his path, is who he is.

What’s my concern? As I see it, Imus feels that he's out of reach of anyone getting in his face. Sure, there are practical professional guidelines he must follow, but they are mostly routine considerations. He conveys that no one can really hold him accountable, that he’s beyond that. That if “they” don’t like it, so be it. Again, part of his charm.

The problem is, I've never known talented people who can survive at the level they want to with that attitude. They leave the air decrying their critics, bosses, and finally the audience as out of touch. But ultimately they are done in because the significant impact and value they once had is diminished or even lost. All because they felt they were out of reach.

Now, what can Imus do so I can keep my peculiar viewing habit?

I would tell Imus if he worked for me to realize that his words really mean something. That he can’t get away with being mean spirited forever. Guests will take it for a while and so will the audience, but sooner or later a mean spirit is not entertaining or funny. People like a performer because they perceive he or she has a good heart. Imus's caustic, irreverent on-air persona does not cover up an inherent nastiness. I would tell Imus, "I think you know when you get too close to the edge. If you won’t listen to anyone else, use your ample survival skills and listen to yourself. I think you know how to solve my concerns."

Posted by Charles Warner at April 13, 2007 12:35 AM

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Media Curmudgeon at April 15, 2007 11:20 AM writes:

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