It's been over a month since Piers Morgan Uncensored was launched.
Rupert Murdoch reportedly signed Morgan to
a $63 million three-year deal and left no stone unturned in promoting
the show. There were billboards and newspaper advertisements. Morgan appeared
on Fox News and on all major shows in the UK. It was looking promising.
Then Morgan leaped straight into the gutter, pulling a cheap
publicity stunt ably supported by his employers. Morgan claimed that Trump
walked out of his ‘explosive’ interview because of his tough questions. He even
wrote an exaggerated piece about it in the NY Post.
The claim of the walkout turned out to be a complete
falsehood, but the stunt enabled Morgan to gain momentary attention as he rode
on Trump’s coat tails.
The interview fetched him a respectable 400,000 viewers
in the UK, beating all his competition.
A con man may be able to fool a large number of people the
first time, but once the deception is discovered, people seldom return.
Despite being a media veteran, Morgan forgot that it is
compelling content and not petty publicity stunts that cause viewer loyalty.
It also helps if the host has star quality and charm to carry
the show. This is where Morgan falls short by light-years.
Back in 2011, Morgan took over Larry King's time slot on CNN.
Once again pulled similar stunts. He bragged about being the new King of Media
and got into a ‘feud’ with Howard Stern, whom he had on his second show. The
combination of stunts and guests such as Oprah and Stern enabled him high
ratings during his first week. But the viewers departed after that.
To make matters worse, Morgan used his show to relentlessly
campaign for Gun Control. Three years later, the show was canceled.
Piers Morgan was good on the Good Morning Britain that he
co-hosted alongside British journalist Susanna Reid. This is because
the smart, sassy, and attractive Reid was always there to counter Morgan and
effectively restrain him.
Morgan alongside Reid did a sterling job interviewing the
powers that be in Britain. They were such a formidable team that PM Boris
Johnson campaigning for elections hid in a fridge to escape tough questions.
What Gun Control was for his CNN show, Meghan Markle was for
Good Morning Britain. Morgan was personally offended that Markle didn’t respond
to his messages once she became royalty. He used the show to frequently wage
war against Markle. Morgan's unhinged presentations were both monotonous and
unamusing. He ended up looking petty and vicious. He even failed to
engage those who disapprove of Markle.
He attempted humor referring to Markle as Princess Pinocchio
but none of those zingers worked. When Markle accused the Royal Family of
racism during an Oprah interview, Morgan expressed skepticism. But instead of
being precise, he appeared hysterical as if his personal anger for Markle had
got the better of him. When the show's weather reporter accused him of
racism and an unhealthy obsession with Markle, instead of defending himself,
Morgan chose to walk off in the middle of the debate.
Piers claimed that the producers of his show ordered him to
apologize to Markle, which he rightly refused do to, and hence he was
sacked.
Morgan made a great deal about woke mob going after him and
cancel culture, as he painted himself as a martyr.
This avatar continues on Piers Morgan Uncensored where
Morgan frequently rants about “woke insanity,” and “snowflake society”.
Ironically these meandering rants make him appear like a whiny snowflake who
complains all day. In fact, running away from a debate on Good Morning Britain
is proof that he may not be the tough debater he claims he is.
Now for the star quality aspect of a TV anchor. Star quality
is inexplicable and unquantifiable. It is not just about being photogenic or
having a 'broadcaster's voice'. It is just something that clicks with the
audience.
When Morgan is alone on-screen delivering his opening
monologue, something seems amiss. Just like it did on his CNN show in 2011. He
just lacks the gravitas and the skill to carry a show on his shoulders. He also
lacks delivery to be engaging when he is talking all by himself.
During one-to-one interviews, Morgan frequently interrupts
guests, often disturbing trains of thought. At times he burst into sycophantic
giggles when interviewing people he admires.
He even did that with President Trump.
Another issue with the show is the lack of focus.
Gone are the days when everybody watched the same show just
because there was no other news show available.
Morgan launched his show by attacking and mocking Trump who
was kind enough to give him an interview. That surely must have turned off many
on the right, who were already upset with him because of his gun control stand.
The left obviously thinks of him as evil because he doesn’t entirely conform to
their groupthink.
An opinion show doesn't have to be ideologically pure
either. Tucker Carlson frequently takes positions such as being against
wars in foreign nations that were once taken by the left. Carlson often has
guests such as Greg Greenwald that are by no means conservative. Carlson
frequently calls out GOP leaders for being cowardly and inept. In an attempt to
serve two masters.
But Morgan's show seems directionless as if various segments
are randomly cobbled together. What's worse is the segments themselves aren't
compelling.
Morgan also seems focused on creating frivolous outrage as he did during the launch of his show. Experts have said that the appetite for outrage content has diminished because of the seriousness of events like the war in Ukraine. Also, those looking for outrage can find plenty of provocative options on YouTube, there is no reason to watch Piers Morgan.
Apart from President Trump, Morgan hasn't managed to secure
interviews with any other major political figure which often causes public interest.
The show's tag line “Love him or hate him, you won’t want to
miss him” reveals the fault in the strategy. Those who love him will watch him,
obviously, but those who despise him have no reason to pay to watch him. On
Good Morning Britain, perhaps Morgan’s detractors enjoyed Morgan being
restrained or put in his place by his co-hosts. Here it is Morgan all by
himself.
Recently the British
media reported that Morgan is taking a six-week break from
his struggling show.
However “insiders” claim this leave was 'pre-scheduled' for
later in the summer, to allow him to focus on a new project about serial
killers.
Piers responded in an incongruous message, which makes it seem
like the rumors are probably true.
A newly launched show doing well in the ratings continues its runs to build a brand. Morgan’s departure, suggests that his backers may be losing faith in him.
Can the show be saved?
No, it cannot, the way it currently is. The audience seems to
have given up.
But a new show can be immediately created where Morgan
has a co-host to challenge him and restrain him!
Also appears on American Thinker
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