Live sports-which often placed third in the old network hierarchy, behind entertainment and news-became one of the last places to find a mass audience. But over the past two decades, a funny thing happened to TV. That replaceability would seem to sap announcers of their power. Neal Pilson, the former president of CBS Sports, once told me he employed two announcers who moved the ratings needle: John Madden and boxing analyst Gil Clancy. Announcers are paid to call games that would draw the same number of viewers whether they call them or not.
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Nearly every other TV star is judged by their ability to get ratings. “We wait for the announcer to anoint what we see,” the writer Charles Siebert once noted, “chronicling the unimpressive and confirming the improbable.” This carping, if often correct, ignores just how many small bits of information we ingest from announcers every second. Everybody thinks they should be replaced midway through the first quarter. Announcers are the offensive coordinators of television. Except now, their own networks will be offering the hack.įirst, it’s worth understanding the unique perch that game announcers occupy in modern media. Announcers who’ve had a near monopoly on the public’s attention will begin to understand Cosell’s anxiety. There will be more alternate broadcasts as TV networks transform into streaming services, and games migrate to streamers like Amazon. For 10 weeks a season, the Mannings will talk ball and interview celebrities on ESPN2. On ESPN, Steve Levy, Louis Riddick, and Brian Griese will deliver a standard call of the game. That’s what makes ESPN’s decision to put Peyton and Eli Manning’s alternate Monday Night Football broadcast opposite Cosell’s old show so interesting.
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But until recently, it was one of the only ways for viewers to tune out a game announcer. In the age of streaming, the Great American Switch-Off sounds pretty archaic. I turn down the sound on TV …’ If I heard that once, I heard that 50 times as a kid.” “People said, ‘Oh, Jack, I love you and Hank. “He got comment after comment when we were going around the country,” said his son, Joe, who calls NFL games for Fox. A muted TV counts the same in the ratings, though nearly 10 million radio listeners tuned in to Buck. It was never clear how many viewers opted to silence Cosell. “There’s no comparison between the broadcast teams for the real fan,” one radio advertiser said. On CBS Radio’s football-centric call, Stram, a former coach, predicted plays like Tony Romo does now. Calling Monday Night for 45 million viewers meant Cosell, Frank Gifford, and Don Meredith had to be entertainers first. “Television,” a CBS affiliate crowed, “should be seen and not heard.”Ĭosell thought the idea he could be muted on his own broadcast was “lunacy.” But beyond the shots Cosell took for melding sports and social issues, CBS was exploiting a weakness of TV sports.
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“The Great American Switch-Off,” as The Chicago Tribune called the campaign, was a primitive form of alternate audio stream. The network told fans to mute their TVs and let CBS Radio’s team of Jack Buck and Hank Stram fill in the call. That year, CBS bought the radio rights to Monday Night Football. What if they could watch the game but listen to a different announcer? For as long as Howard Cosell was a commentator on ABC’s Monday Night Football, there were fans who said they didn’t want to listen to him.