By Robert Tracinski
Thursday, October 05, 2017
Late-night talk show host Jimmy Kimmel’s recent habit of
substituting political diatribes for his opening monologue—which, to be fair,
is no great loss—is a sign that late-night talk show hosts have decided to get
more political.
The first time around, when Kimmel used his son’s illness
as an excuse to wade cluelessly into the political debate over an Obamacare
reform bill, seemed like it might be a one-off on an issue where he was
emotionally invested (even if emotion still isn’t substitute for knowledge and
clear thinking). But then we found out that he gets his health-care talking
points from Senate Democrat Chuck Schumer, which gives this a little more of an
air of calculation.
Now, after his latest rant about the shooting in Las
Vegas, and the spectacle of other late-night hosts following suit—all met with
pathetic fanboying from DC journalists—it is becoming a pattern.
As The Federalist’s David Marcus explained recently,
Democrats are becoming the party of the celebrity sockpuppet. In totally
unrelated news, viewership of late-night talk shows is steadily declining.
Jon Stewart spin-off Stephen Colbert has clawed his way
to the lead of the pack with a nightly audience just a bit over 3 million. But
that’s a pale shadow of what late night used to be. Back in the day, Jay Leno
regularly pulled in 6 million viewers and sometimes more than 10 million.
So maybe these two phenomena are related—but perhaps not
in the way you’re thinking. Maybe viewership is declining because late-night
talk show hosts have become more political (and less funny). Or maybe the hosts
are getting more political because their viewership is declining.
Don’t underestimate the shattering impact of technology
on the entertainment industry, even technology that doesn’t seem revolutionary
any more, like the digital video recorder. I can remember the last time I
watched the late-night TV shows, and do you know why I watched them? Because
that’s what was on at 10:30 at night. I don’t know how old you have to be to
remember this—maybe 30, maybe 35—but there was a time when that’s how we
watched TV. We turned it on and flipped through channels to see what was being
broadcast at that particular hour of that particular day. It has been at least
10 years since we had to do that, which is great progress, but it really takes
away the captive audience for the late-night shows.
If I now have a backlog of “The Great British Baking
Show” on the DVR, or streaming shows on Netflix, or YouTube, or whatever, then
I’m going to watch that in a heartbeat over Kimmel or Colbert. I hate to burst
your bubble, but back in the day Leno and David Letterman (especially
Letterman) could be pretty hit or miss. Even Saint Johnny of Carson, Peace Be
Upon Him, wasn’t 100 percent reliable. Sometimes Carnac the Magnificent
delivered the laughs, and sometimes, believe me, he didn’t. There are many
times I would almost certainly have watched something else if I had the option.
Add to this another factor: everyone is jumping into the
streaming TV space, and they’re glutting the market with original programming.
A TV reviewer recently observed that “In the last two years, television critics
have definitively realized they can’t watch everything and there’s nobody left
even willing to lie about it.” There are a bunch of contenders who want to be
the next video streaming powerhouse, so they’re throwing money into original
programming even if they’re splitting the market so much that they’re not
making money. Each is hoping it will be one of the winners that helps overthrow
the big networks.
So the late-night shows are in a much fiercer competition
for eyeballs than ever before, and I suspect the politicization is a response
to that—a desperate way of getting in the news, of getting noticed, of securing
the loyalty of a particular demographic. This is also my theory about the big
entertainment awards shows like the Oscars and the Emmys. If the big, broad,
general audience you used to have is gone, and deep down you think it’s never
coming back, then why not make a harder bid for the loyalty of the smaller
audience you’ve got left? In a time when the entertainment industry is (or
thinks it is) a one-party state with no dissenters, you had better echo that
politics back to your base.
What were once cultural institutions with a broad,
bipartisan audience are becoming niche players with a narrow fan base. They no
longer view partisan politics as a dangerous move that will shrink their
audience. Instead, they’re using partisan politics as a lure to secure the
loyalty of their audience, or what is left of it. Not that it’s going to work
over the long term, because people who want to have their biases confirmed will
just watch the five-minute YouTube clip Chris Cillizza links to the next day.
This is a good reason not to be to concerned over
late-night hosts pushing us away with political diatribes when we just want to
be entertained. The fact is that we were already drifting away, and they’re
just making a desperate bid for attention in a fading medium.
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