SportsOlogy was so devastated by Oprahs retirement that we decided to start our own book club! It fits perfectly into our schedule, right between our Tupperware parties and our daily organization of the massive stamp collection we own. Were taking you chapter by chapter through the Jim Miller and Tom Shales collaboration entitled Those Guys Have All the Fun: Inside the World of ESPN. Well be giving you our recap, reaction, heroes, villains, and favorite quotes for each chapter, with one installment on Wednesday and one on Friday of each week until we finish. Pick up a copy and follow along! Today we read chapter two, called The Utility of Daring: 1980-1986.
If you missed chapter one (Blood: 1978-1979), check it out here.
Recap
Chapter two opens with reporter Sal Marchiano discussing an
interview he conducted with Muhammad Ali before the champ’s fight against Larry
Holmes. ESPN made a point of taping Holmes’s training sessions, and Ali agreed
to an interview in exchange for the tapes. We can see through this encounter with a huge sports celebrity that ESPN has begun to
take off, and while the fledgling network still is not profitable, it certainly
appears as though it will survive.
In spite of the increasing recognition, ESPN does not have any
flagship sports outside of college basketball, so they must be creative. During
March Madness, ESPN develops the concept of live cut-ins during games, which we
now take for granted but which in the early ’80s was viewed as heretical in the
television world. Of course, viewers loved it, and ESPN was helped by the
multitude of close games the NCAA Tournament offered. In addition to developing
new programming techniques for sports that already had a good deal of popularity,
ESPN pushed new and different programming. They were the first to broadcast the
NFL Draft, and they were instrumental in developing the nationwide appeal of
regional sports like NASCAR.
These innovations, however, pale in comparison with the star
of ESPN’s early days: THE DUAL REVENUE STREAM! It must always be written in
caps, because it should inspire awe whenever it is read. The idea is simple,
yet it had never been done before in the world of cable. ESPN began charging
cable providers on a per-subscriber basis, meaning that they would break from
the traditional free broadcasts of the major networks. They met with some
resistance initially because many people assumed that free television was a
right, but eventually the demand for ESPN’s programming forced cable providers
to submit to what initially was a miniscule fee. When combined with traditional
advertising dollars, the subscriber money created a DUAL REVENUE STREAM that
changed the direction of cable TV and allowed ESPN to stay afloat and later to
become extraordinarily profitable.
Now we get to the juicy stuff. Founder Bill Rasmussen gets
forced out of the company with little more than a wave goodbye, and changes are
afoot at ESPN. President Chet Simmons leaves to become commissioner of the USFL
(good call!) and various new faces make their way into the mix. Roger Werner
enters as the CEO and attempts to provide some semblance of structure to the network,
and Bill Fitts heads the production department and guides the early voice and
programming choices of ESPN. Our old friend Stu Evey finds himself on the
outside looking in on this rapidly changing environment when Texaco buys Getty
Oil. Since Texaco has no need for ESPN, and ABC runs the network, which later gets sold
to Capital Cities Communications. Stu continues his drunkenly absurd behavior,
and by the end of the chapter ESPN functions with a motley new crew of employees
under CapCity.
OK, now we’ll give you the really juicy stuff, the stuff that made you read the book in the
first place (unless you get a big hard-on for the DUAL REVENUE STREAM). Sex and
drugs. Stu Evey wasn’t the only guy boozing and sexing around the country.
Because Bristol is so isolated (that’s the excuse, anyway), many employees
fraternize with each other in a more than friendly way. Cocaine plays a large
role, and it turns out that some of the low-level employees have been using
secretaries to turn tricks. Yikes! The culture is certainly “work hard, play
hard,” and the word hard does not do the play justice. There’s sex in the stairwells and
drugs on the floors (no word on rock and roll), yet somehow ESPN keeps trucking
along. In a fitting end, the chapter comes to a close with Stu Evey checking
into rehab and telling us that he’s never had the desire to drink again.
Reaction
The storytelling in this chapter is a bit more jumbled than
in the first. The narrative initially focuses on the nuts and bolts of how ESPN
stayed alive, with the DUAL REVENUE STREAM, college basketball, and innovative
programming concepts playing a key role, but then we’re treated to the sex and
drugs in the middle of the chapter. It’s a necessary evil to keep readers on
their toes, but we return to the nuts and bolts and jump around from there. One
minute we’re reading about hookers, then we’re talking NASCAR, and college
football makes its way in. Perhaps the narrative is designed to mirror the
hectic early years of ESPN, and it’s not difficult to follow, but it does come
off as disjointed.
Beyond the narrative, the sex and drug stories contained in
chapter two give credence to the opinion many people had formed when hype
surrounding the book began to build. It’s difficult for me to imagine a work
environment in which mail room workers ask the secretaries to become hookers,
but apparently that’s what happened at ESPN. The Bristol Excuse–which means
that any and all d*uchebaggery at ESPN can be attributed to the general
sh*ttiness of Bristol, Connecticut–is lazy and untrue, because the prostitution
took place in New York City. Everyone continues to be career-minded, which just
means ESPN employees have no regard for personal relationships or general human
decency. Bill Fitts and Roger Werner come off as reasonably normal human
beings, but there are mixed opinions on them as well. In short, we see more of
the same attitude at ESPN that forced out its founder in such humiliating and
ungrateful fashion.
Top Villains
Still Stuart Evey. Hes a genuine clown who wants credit for everything, wont get out of Chet Simmonss hair, and is fueled solely by the pursuit of booze and women. Actually, maybe he should be a hero?
Top Heroes
Roger Werner, CEO. He actually seems like an ok guy.
THE DUAL REVENUE STREAM. For obvious reasons.
Favorite Quotes:
“Simmons didn’t like Evey. I think Evey scared the living
bejesus out of him. And Evey didn’t like Simmons. Rasmussen didn’t like Evey,
but no matter, because Evey didn’t respect Rasmussen. Of course Simmons wanted
nothing to do with Rasmussen, and Rasmussen didn’t like Simmons.” -Andy Brilliant,
General Counsel, on the f*cked up relationships at early ESPN
“People had better treat each other with respect and make it a healthy, exciting, fun place to work. -Roger Werner, CEO, on the ESPN workplace. An ominous quote to remember over the course of the book.
Fast-forward to a party at the Playboy mansion that I was at with my daughter. -Stuart Evey, VP of Getty Oil, in one of his more memorable non sequiturs.
Whenever Evey was there with his entourage, they would destroy the place with liquor, drugs, hookers, and whatever else they were doing. They had to replace furniture half the time. Everybody used the apartment for one thing or another. -Andy Brilliant on some of the sex, drugs, and partying.
SumOlogy: The narrative may be a bit disjointed, but you leave with a better sense of the cable television business while still getting plentyof sex and drugs to keep you entertained.
Follow Anthony Schneck on Twitter: @AnthonyOlogy