"U R *guiding the *unscripted scene
unfolding on the bank of monitors in front of u,
*shaping the event
in real time
2 maximize
emotional impact of the moment.
Does he work 4 Cambridge Analytica or something?
nytimes.com/2017/04/04/mag…
who was a human breaking-news event.
tRUmp provided drama + conflict
every time he opened his mouth.
So too did his growing band of surrogates,
who were paid by either campaign or network,
+ in 1 case both,
2 defend his statements.
as president of NBC Entertainment,
broadcast “The Apprentice”
at a time when tRUmp was little more than
an overextended real estate promoter
w a failing casino business.
using information obtained from
the TV News Archive,
calculated CNN mentioned
tRUmp’s name
nearly 8 times more frequently 👈
than that of 2nd-place finisher, Ted Cruz,
during primaries.
Zucker known 4 being obsessed w ratings
wanted 2 “broaden the definition of news”.
Don Lemon interviewed a llama in prime time.
Zucker:
“the biggest story we could ever imagine”
Only thing better
than having DT on ur network
is having him attack it.
tRUmp’s war against it
has amounted 2 a form of
product placement:
“earned media,” u could say
giving its anchors + correspondents
starring roles in ongoing political drama,
turning them into camera-ready warriors 4 1A.🤦♂️
nytimes.com/2017/04/04/mag…
producer Mark Burnett walked N2 his office
on NBC Burbank lot, w a possible solution:
A new reality-TV show called “The Apprentice,”
in which group of contestants would compete
4 a job w tRUmp.
Zucker knew tRUmp would ensure publicity.
tRUmp declared at conclusion of 1st episode,
after the show’s women
fared better than its men
at running lemonade stands. 🤦♂️
tRUmp became *star of show.
Didn’t matter what was real + wasn’t.
Central chars didn’t need 2 B likable.
Just compulsively watchable.👈
2 advertisers as man who saved NBC.
But Zucker saved Trump, too.
He had been thru 4 bankruptcies,
w 5th + 6th around corner.
In just a few yrs’ time,
Trump would have his own star
on Hollywood’s Walk of Fame
+ leveraging his new celebrity N2 WH bid.
would have happened without
‘The Apprentice?’ ”
Trump asked,
as Zucker moved past him.
“Nope,” Zucker answered.
nytimes.com/2017/04/04/mag…
a little bit of
a populist take on things.
Which I know is interesting
when you talk about Donald Trump.’
-Zucker
nytimes.com/2017/04/04/mag…
Trump complained to CNN
his interviews on network
were always followed by
conversations among panelists
who all seemed 2 hate him. 🤣
Network asked tRUmp
2 suggest names 👈
of some people who would defend him.
1 of those whom he mentioned was Jeffrey Lord.
in July '15.
2 wks later,
CNN offered him job as network’s
1st pro-Trump contributor.
Lord defending baseless claim of
wiretapping plot against him,
saying Orange Mob Blob
was just speaking
“Americanese.”👈🤦♂️
Lord sparring partner, Van Jones
4 failing 2 immediately denounce
David Duke,
former grand wizard of the Ku Klux Klan,
Lord rallied 2 his defense
w historical attack,
calling K.K.K.
“the military arm,
the terrorist arm of the Democratic Party.”👈🤦♂️
Zucker, big sports fan.
Avid viewer of ESPN rage-fueled debates.👈🤦♂️
“The idea politics is sport is undeniable,
+ we understood that + approached it that way,”🤦♂️
nytimes.com/2017/04/04/mag…
sponsored by Harvard University,👈
Zucker’s alma mater,
WaPo Karen Tumulty, drew cheers
when she pressed him about his willingness 2 provide platform 2 “nut-job surrogates” like Katrina Pierson,
who asserted Pres Obama invaded Afghanistan.🤦♂️
would create controversy
+ in turn
give his anchors something 2 talk about.
That is exactly what happened:
The hiring became a cable-news story
about cable news.🤦♂️
nytimes.com/2017/04/04/mag…
R not just spokespeople 4 worldview;
they R “characters in a drama,”
members of an ensemble cast.
“Everybody says,
‘Oh, I can’t believe u have Lord or McEnany,’
but u know what?”
Zucker says,
“They know who Lord + McEnany R.”
about Orange Mob Blob
“I like Donald.”
"He’s affable. He’s funny.” [ huh? When? 🤔 ]
“He’s good company."
nytimes.com/2017/04/04/mag…
Zucker was fired
after Comcast purchased
NBC Universal in 2011.
He left w his reputation tarnished,
having made high-profile blunder
in late-night wars: 👈
He moved Jay Leno 2 prime time,
an instant ratings debacle.
2 Turner Broadcasting System’s
chief executive at time,
Phil Kent,
who was in charge of hiring 4 exec position,
when 2 were seated nxt2 each other
at a black-tie charity dinner
at the Plaza Hotel
hosted by American Turkish Society.📌👈
carried msg 2 Zucker,
not long after CNN took
unprecedented step of fact-checking
tRUmp’s statements
Lrg # of which were completely untrue
in real-time w on-screen chyrons.
Kushner told Zucker over phone
Blob would only do interviews w friendly outlets.
4 thin-skinned tRUmp,
TV star + now approval-craving politician,
it was tactical but also personal:
He believed he had gotten
Zucker his job at CNN
+ network’s increasingly aggressive
coverage of him was an act of betrayal.👈
So mob.
certainly entitled 2 believe
whatever he likes about our conversation,”
Phil Kent TBS exec
wrote me in an email,
“however, it was not a factor
in the decision 2 hire Jeff.”
nytimes.com/2017/04/04/mag…
Zucker received email from Trump,
via Hope Hicks:
“Jeff. Too bad u (CNN) couldn’t be honest
w how well I did in debate.
Dumbest thing I ever did
was get u job at CNN
UR most disloyal person.
Just remember,
I always seem 2 find a way 2 get even."🔥👈
Huge night 4 CNN.
They not only beat other cable-news channels;
they beat Big 4 networks.
“I thought I needed CNN 2 win,” tRUmp said.
“Imagine how much u would have won by
if u had been on CNN,” Zucker replied.
It was incredibly good + warm + nice convo.
+ hung around 4 coffee table book photo shoot.
“He was incredibly chummy w me, incredibly friendly,”
Zucker says.
“It was old Donald-n-Jeff relationship;
relationship of 2 people
who have known each other 4 15 yrs.
People either hate or love, 🔥👈
whereas we used 2 B more milquetoast
in their minds.”
Saying CNN is no longer
neutral programming.
It’s not what’s least objectionable
people want,
it’s what’s most objectionable.
nytimes.com/2017/04/04/mag…