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January/February 2008
"You Don't Understand Our Audience"
What I learned about network television at Dateline NBC.
By John Hockenberry
The most memorable reporting I've encountered on the conflict in Iraq was delivered in the form of confetti exploding out of a cardboard tube. I had just begun working at the MIT Media Lab in March 2006 when Alyssa Wright, a lab student, got me to participate in a project called "Cherry Blossoms." I strapped on a backpack with a pair of vertical tubes sticking out of the top; they were connected to a detonation device linked to a Global Positioning System receiver. A microprocessor in the backpack contained a program that mapped the coördinates of the city of Baghdad onto those for the city of Cambridge; it also held a database of the locations of all the civilian deaths of 2005. If I went into a part of Cambridge that corresponded to a place in Iraq where civilians had died in a bombing, the detonator was triggered.
When the backpack exploded on a clear, crisp afternoon at the Media Lab, handfuls of confetti shot out of the cardboard tubes into the air, then fell slowly to earth. On each streamer of paper was written the name of an Iraqi civilian casualty. I had reported on the war (although not from Baghdad) since 2003 and was aware of persistent controversy over the numbers of Iraqi civilian dead as reported by the U.S. government and by other sources. But it wasn't until the moment of this fake explosion that the scale and horrible suddenness of the slaughter in Baghdad became vivid and tangible to me. Alyssa described her project as an upgrade to traditional journalism. "The upgrade is empathy," she said, with the severe humility that comes when you suspect you are on to something but are still uncertain you aren't being ridiculous in some way.
The falling confetti transported me back three years to the early days of the war in Iraq, when the bombs intended to evoke "shock and awe" were descending on Baghdad. Most of the Western press had evacuated, but a small contingent remained to report on the crumbling Iraqi regime. In the New York offices of NBC News, one of my video stories was being screened. If it made it through the screening, it would be available for broadcast later that evening. Producer Geoff Stephens and I had done a phone interview with a reporter in Baghdad who was experiencing the bombing firsthand. We also had a series of still photos of life in the city. The only communication with Baghdad in those early days was by satellite phone. Still pictures were sent back over the few operating data links.
Our story arranged pictures of people coping with the bombing into a slide show, accompanied by the voice of Melinda Liu, a
Newsweek reporter describing, over the phone, the harrowing experience of remaining in Baghdad. The outcome of the invasion was still in doubt. There was fear in the reporter's voice and on the faces of the people in the pictures. The four-minute piece was meant to be the kind of package that would run at the end of an hour of war coverage. Such montages were often used as "enders," to break up the segments of anchors talking live to field reporters at the White House or the Pentagon, or retired generals who were paid to stand on in-studio maps and provide analysis of what was happening. It was also understood that without commercials there would need to be taped pieces on standby in case an anchor needed to use the bathroom. Four minutes was just about right.
At the conclusion of the screening, there were a few suggestions for tightening here and clarification there. Finally, an NBC/GE executive responsible for "standards" shook his head and wondered about the tone in the reporter's voice. "Doesn't it seem like she has a point of view here?" he asked.
There was silence in the screening room. It made me want to twitch, until I spoke up. I was on to something but uncertain I wasn't about to be handed my own head. "Point of view? What exactly do you mean by
point of view?" I asked. "That war is bad? Is that the
point of view that you are detecting here?"
The story never aired. Maybe it was overtaken by breaking news, or maybe some pundit-general went long, or maybe an anchor was able to control his or her bladder. On the other hand, perhaps it was never aired because it contradicted the story NBC was telling. At NBC that night, war was, in fact, not bad. My remark actually seemed to have made the point for the "standards" person. Empathy for the civilians did not fit into the narrative of shock and awe. The lesson stayed with me, exploding in memory along with the confetti of Alyssa Wright's "Cherry Blossoms." Alyssa was right. Empathy was the upgrade. But in the early days of the war, NBC wasn't looking for any upgrades.
"This is London"
When Edward R. Murrow calmly said those words into a broadcast microphone during the London Blitz at the beginning of World War II, he generated an analog signal that was amplified, sent through a transatlantic cable, and relayed to transmitters that delivered his voice into millions of homes. Broadcast technology itself delivered a world-changing cultural message to a nation well convinced by George Washington's injunction to resist foreign "entanglements." Hearing Murrow's voice made Americans understand that Europe was close by, and so were its wars. Two years later, the United States entered World War II, and for a generation, broadcast technology would take Americans ever deeper into the battlefield, and even onto the surface of the moon. Communication technologies transformed America's view of itself, its politics, and its culture.
One might have thought that the television industry, with its history of rapid adaptation to technological change, would have become a center of innovation for the next radical transformation in communication. It did not. Nor did the ability to transmit pictures, voices, and stories from around the world to living rooms in the U.S. heartland produce a nation that is more sophisticated about global affairs. Instead, the United States is arguably more isolated and less educated about the world than it was a half-century ago. In a time of such broad technological change, how can this possibly be the case?
In the spring of 2005, after working in television news for 12 years, I was jettisoned from NBC News in one of the company's downsizings. The work that I and others at
Dateline NBC had done--to explore how the Internet might create new opportunities for storytelling, new audiences, and exciting new mechanisms for the creation of journalism--had come to naught. After years of timid experiments, NBC News tacitly declared that it wasn't interested. The culmination of
Dateline's Internet journalism strategy was the highly rated pile of programming debris called
To Catch a Predator. The
TCAP formula is to post offers of sex with minors on the Internet and see whether anybody responds.
Dateline's notion of New Media was the technological equivalent of etching "For a good time call Sally" on a men's room stall and waiting with cameras to see if anybody copied down the number.
Networks are built on the assumption that audience size is what matters most. Content is secondary; it exists to attract passive viewers who will sit still for advertisements. For a while, that assumption served the industry well. But the TV news business has been blind to the revolution that made the viewer blink: the digital organization of communities that are anything but passive. Traditional market-driven media always attempt to treat devices, audiences, and content as bulk commodities, while users instead view all three as ways of creating and maintaining smaller-scale communities. As users acquire the means of producing and distributing content, the authority and profit potential of large traditional networks are directly challenged.
In the years since my departure from network television, I have acquired a certain detachment about how an institution so central to American culture could shift so quickly to the margins. Going from being a correspondent at
Dateline--a rich source of material for
The Daily Show--to working at the MIT Media Lab, where most students have no interest in or even knowledge of traditional networks, was a shock. It has given me some hard-won wisdom about the future of journalism, but it is still a mystery to me why television news remains so dissatisfying, so superficial, and so irrelevant. Disappointed veterans like Walter Cronkite and Dan Rather blame the moral failure of ratings-obsessed executives, but it's not that simple. I can say with confidence that Murrow would be outraged not so much by the networks' greed (Murrow was one of the first news personalities to hire a talent agent) as by the missed opportunity to use technology to help create a nation of engaged citizens bent on preserving their freedom and their connections to the broader world.
I knew it was pretty much over for television news when I discovered in 2003 that the heads of NBC's news division and entertainment division, the president of the network, and the chairman all owned TiVos, which enabled them to zap past the commercials that paid their salaries. "It's such a great gadget. It changed my life," one of them said at a corporate affair in the
Saturday Night Live studio. It was neither the first nor the last time that a television executive mistook a fundamental technological change for a new gadget.
Setting the Table for Law and Order
On the first Sunday after the attacks of September 11, pictures of the eventual head of NBC littered the streets and stuffed the garbage cans of New York City; Jeff Zucker was profiled that week in the
New York Times Magazine. The piles of newspapers from the weekend were everywhere at 30 Rockefeller Center. Normally, employee talk would have been about how well or badly Zucker had made out in the
Times. But the breezy profile was plainly irrelevant that week.
The next morning I was in the office of David Corvo, the newly installed executive producer of
Dateline, when Zucker entered to announce that the network was going to resume the prime-time schedule for the first time since the attacks. The long stretch of commercial-free programming was expensive, and Zucker was certain about one thing: "We can't sell ads around pictures of Ground Zero." At the same time, he proceeded to explain that the restoration of the prime-time shows
Friends,
Will and Grace, and
Frasier was a part of America's return to normalcy, not a cash-flow decision. He instructed Corvo that a series of news specials would be scattered through the next few days, but as it was impossible to sell ads for them, scheduling would be a "day to day" proposition.
Normally I spent little time near NBC executives, but here I was at the center of power, and I felt slightly flushed at how much I coveted the sudden proximity. Something about Zucker's physical presence and bluster made him seem like a toy action figure from
The Simpsons or
The Sopranos. I imagined that he could go back to his office and pull mysterious levers that opened the floodgates to pent-up advertisements and beam them to millions of households. Realistically, though, here was a man who had benefited from the timing of September 11 and also had the power to make it go away. In a cheap sort of way it was delirious to be in his presence.
At the moment Zucker blew in and interrupted, I had been in Corvo's office to propose a series of stories about al-Qaeda, which was just emerging as a suspect in the attacks. While well known in security circles and among journalists who tried to cover international Islamist movements, al-Qaeda as a terrorist organization and a story line was still obscure in the early days after September 11. It had occurred to me and a number of other journalists that a core mission of NBC News would now be to explain, even belatedly, the origins and significance of these organizations. But Zucker insisted that
Dateline stay focused on the firefighters. The story of firefighters trapped in the crumbling towers, Zucker said, was the emotional center of this whole event. Corvo enthusiastically agreed. "Maybe," said Zucker, "we ought to do a series of specials on firehouses where we just ride along with our cameras. Like the show
Cops, only with firefighters." He told Corvo he could make room in the prime-time lineup for firefighters, but then smiled at me and said, in effect, that he had no time for any subtitled interviews with jihadists raging about Palestine.
With that, Zucker rushed back to his own office, many floors above
Dateline's humble altitude. My meeting with Corvo was basically over. He did ask me what I thought about Zucker's idea for a reality show about firefighters. I told him that we would have to figure a way around the fact that most of the time very little actually happens in firehouses. He nodded and muttered something about seeking a lot of "back stories" to maintain an emotional narrative. A few weeks later, a half-dozen producers were assigned to find firehouses and produce long-form documentaries about America's rediscovered heroes. Perhaps two of these programs ever aired; the whole project was shelved very soon after it started. Producers discovered that unlike September 11, most days featured no massive terrorist attacks that sent thousands of firefighters to their trucks and hundreds to tragic, heroic deaths. On most days nothing happened in firehouses whatsoever.
This was one in a series of lessons I learned about how television news had lost its most basic journalistic instincts in its search for the audience-driven sweet spot, the "emotional center" of the American people. Gone was the mission of using technology to veer out onto the edge of American understanding in order to introduce something fundamentally new into the national debate. The informational edge was perilous, it was unpredictable, and it required the news audience to be willing to learn something it did not already know. Stories from the edge were not typically reassuring about the future. In this sense they were like actual news, unpredictable flashes from the unknown. On the other hand, the coveted emotional center was reliable, it was predictable, and its story lines could be duplicated over and over. It reassured the audience by telling it what it already knew rather than challenging it to learn. This explains why TV news voices all use similar cadences, why all anchors seem to sound alike, why reporters in the field all use the identical tone of urgency no matter whether the story is about the devastating aftermath of an earthquake or someone's lost kitty.
It also explains why TV news seems so archaic next to the advertising and entertainment content on the same networks. Among the greatest frustrations of working in TV news over the past decade was to see that while advertisers and entertainment producers were permitted to do wildly risky things in pursuit of audiences, news producers rarely ventured out of a safety zone of crime, celebrity, and character-driven tragedy yarns.
Advertisers were aggressive in their use of new technologies long before network news divisions went anywhere near them. This is exactly the opposite of the trend in the 1960s and '70s, when the news divisions were first adopters of breakthroughs in live satellite and video technology. But in the 1990s, advertisers were quick to use the Internet to seek information about consumers, exploiting the potential of communities that formed around products and brands. Throughout the time I was at the network, GE ads were all over NBC programs like
Meet the Press and CNBC's business shows, but they seemed never to appear on
Dateline. (They also had far higher production values than the news programs and even some entertainment shows.) Pearl Jam, Nirvana, and N.W.A were already major cultural icons; grunge and hip-hop were the soundtrack for commercials at the moment networks were passing on stories about Kurt Cobain's suicide and Tupac Shakur's murder.
Meanwhile, on
60 Minutes, Andy Rooney famously declared his own irrelevance by being disgusted that a spoiled Cobain could find so little to love about being a rock star that he would kill himself. Humor in commercials was hip--subtle, even, in its use of obscure pop-cultural references--but if there were any jokes at all in news stories, they were telegraphed, blunt visual gags, usually involving weathermen. That disjunction remains: at the precise moment that Apple cast John Hodgman and Justin Long as dead-on avatars of the PC and the Mac, news anchors on networks that ran those ads were introducing people to multibillion-dollar phenomena like MySpace and Facebook with the cringingly naïve attitude of "What will those nerds think of next?"
Entertainment programs often took on issues that would never fly on
Dateline. On a Thursday night,
ER could do a story line on the medically uninsured, but a night later, such a "downer policy story" was a much harder sell. In the time I was at NBC, you were more likely to hear federal agriculture policy discussed on
The West Wing, or even on Jon Stewart, than you were to see it reported in any depth on
Dateline.
Sometimes entertainment actually drove selection of news stories. Since
Dateline was the lead-in to the hit series
Law & Order on Friday nights, it was understood that on Fridays we did crime. Sunday was a little looser but still a hard sell for news that wasn't obvious or close to the all-important emotional center. In 2003, I was told that a story on the emergence from prison of a former member of the Weather Underground, whose son had graduated from Yale University and won a Rhodes Scholarship, would not fly unless it dovetailed with a story line on a then-struggling, soon-to-be-cancelled, and now-forgotten Sunday-night drama called
American Dreams, which was set in the 1960s. I was told that the Weather Underground story might be viable if
American Dreams did an episode on "protesters or something." At the time,
Dateline's priority was another series of specials about the late Princess Diana. This blockbuster was going to blow the lid off the Diana affair and deliver the shocking revelation that the poor princess was in fact even more miserable being married to Prince Charles than we all suspected. Diana's emotional center was coveted in prime time even though its relevance to anything going on in 2003 was surely out on some voyeuristic fringe.
