So What's To Become of Brian Williams?

 

This whole Brian Williams mess reminds me of my personal experience on September 11, 2001. I was in the city that day and actually heard, but did not see, the second plane hit the south tower. The rest of that day I spent being focused on keeping my radio station on track. That's the extent of my experience that day despite being thisclose to it. It would be a much more interesting story, when I tell it, had I actually seen the plane crash into the World Trade Center or perhaps warped the truth that I was one of the "dust people" downtown or worse. I'm as proud of myself as I can be given the circumstances of that sad day that I've stuck to my less than interesting 9/11 story after all these years. Mr. Williams tall tales are proof that once you open Pandora's box of lies and tall tales, you can't close it. Besides, why would I want to make 9/11 about me anyway?

 

By now it's old news about how Brian Williams story telling has led to a six month suspension without pay. This suspension without pay warranted? Well, given what he does for a living it's not out of the realm of reason. It probably won't hurt his bank account much considering he makes $10 million a year but his ego and reputation has been put through the ringer. Should he have been fired instead? Good question. Another good question is why wasn't he fired? It's easier to answer the latter rather than the former question.

 

He wasn't fired for the simple reason that he had high ratings doing the evening news for NBC. NBC has even been touting that they've been able to maintain those ratings through this entire thing. Remarkable but not surprising. Brian Williams represents millions of advertising dollars for the network so at the end of the day this boils down to ratings, dollar and cents.

 

Now, had NBC booted him chances are CBS, ABC, Fox or some other of network of sorts would have grabbed him immediately and either used him in a similar capacity as a news anchor or repackaged him as some sort of correspondent. His ratings performance, good, bad or indifferent would have been on his new employer and not on NBC. If he performed well, that was a risk that NBC was not willing to make.

 

Now with six months to cool this whole mess off, NBC knows that America has a short memory and attention span, and NBC looking like they took appropriate disciplinary measures by making him sit out sans compensation, NBC is in the best position to benefit, possibly, by his returning to the anchor desk in August. And if his ratings tank then at least there's no benefit of doubt.

 

So, what's to become of Brian Williams? America's TV news viewers will decide. If they don't tune in for the long haul that means they don't forgive him and if that's the case, he's toast and no one will touch him. Rest assured, though, a massive PR campaign is coming making him out to be the second coming of Walter Kronkite. America loves a big ole apology too and keep in mind, Mr. Williams didn't misrepresent "the news" when he was on the air above and beyond his warping of the truth when he made himself part of the news. Why he did that is anyone's guess.